Work History / Nike Basketball
Signature 2.0Resetting a business that had outrun its consumer
After four years of growth, signature basketball sell-through was slowing as prices rose. He wrote the five-step reset, and a companion plan for everything under $120.
Brand · 2015
| Project type | Category strategy |
|---|---|
| Industry | Athletic footwear |
| Seat | North America Footwear Merchandising Director, Basketball |
| Ran through | Nike |
| Dates | April to September 2015 |
What it is
Fiscal 2015 was a record, and the first year past $500M. His own review that year: "The marketplace has shifted greatly in the past year and Nike Basketball's footwear growth trajectory has slowed."
The diagnosis on the slide: as prices increased and overlapped, signature sell-through slowed and the category vacated critical price points.
What Jimmy did
- Pioneered the Signature 2.0 reset plan: right-size the business, re-ignite energy, lead with product construct, diversify, and manage the portfolio as one.
- Led Conquer the Core, the strategy for all footwear under $120, aimed at the high school athlete who wants visible innovation at great value.
- Wrote the sporting goods strategy after a 15-person market trip to Dallas, where he was footwear captain.
- Created the new three-year footwear strategy for the category.
- Proposed cancelling 30% of KD 8 orders to restore a pull market, and cutting Elite allocations 20%.