Nike Makes Leadership Changes to Support Digital Growth

After a massive sales decline in the fourth quarter and the expansion of its digital program, Nike (NYSE: NKE) said it would be streamlining its workforce toward a leaner company with a digital focus. CEO John Donahoe entitled this initiative the "Consumer Direct Acceleration" (CDA), and he described the goals in the fourth-quarter conference call on June 25. The CDA is meant to increase Nike's digital penetration to 50% and build deeper relationships with consumers while creating a seamless, connected digital and in-store marketplace.