Nike announced a sweeping restructuring of its innovation operations and four new technologies on Wednesday, part of a plan under CEO Elliott Hill to reverse declining revenue and reclaim market leadership.
The strategic shift follows Elliott Hill’s return from retirement in September 2024 to replace John Donahoe as CEO. Hill implemented a “Win Now” strategy intended to refocus the company on its athletic roots after a period of losing market share to competitors such as On and Hoka. This initiative was launched in response to financial data showing six consecutive quarters of declining revenue.
Central to the new direction is the creation of “NIKE, Inc. Sport Offense,” a unified innovation engine that merges the research and development teams from Nike, Jordan Brand, and Converse into a single athlete-focused creation unit. The restructuring brings together nearly 1,000 designers across Nike’s 1-million-square-foot innovation facilities. “By uniting our creation organization across Nike, Jordan and Converse, we’re accelerating progress and fully leveraging our strengths to deliver epic products that make athletes better,” said Phil McCartney, Chief Innovation, Design and Product Officer.
The company simultaneously unveiled Project Amplify, described as the world’s first powered footwear system. Developed in collaboration with robotics partner Dephy, the technology integrates a lightweight motor, a drive belt, and a rechargeable cuff battery with carbon-fiber-plated running shoes. The system is engineered to provide what the company calls “a second set of calf muscles.” It specifically targets everyday athletes who run at a 10-to-12-minute-mile pace, with the stated goal of improving their speed to a 10-minute mile while making uphill terrain feel as if it were flat ground.
Development was guided by a question posed by Michael Donaghu, VP of Create the Future, Emerging Sport and Innovation. “Project Amplify started with a single question: What if we could find a way to help athletes move faster and farther with less energy and a lot more fun?” he stated. During the development phase, the system was tested by more than 400 athletes, who covered a total of 2.4 million steps. A consumer launch for Project Amplify is planned for the coming years.
Nike also debuted its first neuroscience-based footwear from its new Mind Science Department. The collection, which includes the Mind 001 mule and the Mind 002 sneaker, is scheduled for release in January 2026. Each shoe contains 22 independent foam nodes designed to stimulate sensory receptors in the feet and enhance focus. The Mind 001 will be priced at $90 and the Mind 002 at $145.
The innovation showcase included new apparel, led by the Therma-FIT Air Milano Jacket. Team USA athletes will wear the garment at the 2026 Winter Olympics in Milan. It features A.I.R. (Adapt, Inflate, Regulate) technology, which allows the user to adjust the temperature in real time by inflating or deflating air within the jacket’s baffles. This provides a range of warmth from that of a hoodie to a mid-weight puffer. For warmer conditions, Nike introduced Aero-FIT cooling technology, which will debut in football kits for the 2026 FIFA World Cup. The material delivers more than double the airflow of previous fabrics and is designed to address the extreme heat expected in 14 of the 16 host cities. Aero-FIT is also Nike’s first elite performance apparel made entirely from textile waste through an advanced chemical recycling process.
These announcements mark the first major product reveal since Hill assumed leadership and constitute the company’s most comprehensive innovation push in years. The portfolio of technologies is intended to redefine athletic performance while addressing contemporary challenges related to climate change and the mental aspects of sports preparation.
