Nike says Elliott Hill will replace John Donahoe as CEO in October. Nike has struggled to turn around its business over the last year.

Nike aims to regain market share, especially in the running category, by spotlighting performance products and introducing new budget-friendly sneakers.

Nike's new CEO is expected to double down on the company's efforts to repair relations with retailers to energize sales, reversing a strategy under outgoing chief John Donahoe that focused on selling directly through its stores and website.

In his first message to employees, Nike's new CEO, Elliot Hill, acknowledged that the company faces challenging times.

Nike Inc. destituyó al director ejecutivo John Donahoe, y trajo al ejecutivo Elliott Hill en un intento por devolver a la marca deportiva en crisis a sus días de gloria.

Elliott Hill started at Nike as an intern in 1988 but steadily scaled its ranks, banking on values of grit and hard work ingrained in him as the son of a single mom in a working class Texas neighborhood.

The company looks to shake things up as demand for its trainers falters in international markets.