New post is part of company plan to boost sales to $50 billion by 2020.
Nike Inc. has named Adam Sussman as the company’s first chief digital officer as part of the company’s initiative to boost sales to $50 billion by fiscal year 2020. As retailers struggle to balance the omni-channel habits of today’s tech-savvy shoppers, more and more companies are realizing the importance of having a dedicated digital officer to oversee their technology efforts. The creation of the post is also a sign that Nike is ramping up its digital strategy to serve consumers’ complete athletic experience, recognizing that digital is a “vital accelerator” for the business, “not just in connecting athletes with knowledge and services, but in everything it does.”
“We think this is e-commerce related,” Cowen & Co. analyst John Kernan told IBD, given that Nike “sees its e-commerce platform growing by $6 (billion) into 2020. (Nike) is managing their content very tightly but has no interest in wearables.”
“Digital offers a fundamental transformation of our business, as we create an industry-leading digital ecosystem that flows through all that we do,” Edwards said. “This is the leadership to which Nike is accustomed. Today’s announcement is a continuation of the Nike promise to develop deep and lasting relationships with consumers, to offer the best athletic service, period.”
Nike has a long relationship with Apple, and Mark Parker told CNBC last May to expect “more from Apple from Nike — two great brands, lots of potential and opportunity.”
“Digital, of course, also allows us to deepen the relationships we already have with consumers by tailoring every interaction to their specific needs,” said Parker in December’s call. “Through Nike+ we have created an ecosystem that gives athletes access to their fitness history, training programs, and their favorite gear every time they connect with Nike.”
In his new role, Sussman will lead the team responsible for the development of industry-leading digital products and services across the Nike.com, Nike+, and Brand Digital platforms, and drive Nike’s consumer engagement. He will report to Trevor Edwards, President, NIKE Brand.
“2016 promises to be a big year for the world of Nike digital, and this is just the beginning,” said Edwards.
