Nike Revises Communication Strategy with New Top Executive from Fast Food World
Amsterdam, dinsdag, 3 juni 2025.
Nike has appointed Michael Gonda, former communications director at McDonald’s, as the new Chief Communications Officer. This crucial appointment fits into CEO Elliott Hill’s transformation strategy, thoroughly restructuring the organisation after four quarters of declining sales. Gonda will be responsible for global communication, storytelling, and corporate reputation. His appointment marks the final phase of significant organisational changes, with Hill refocusing on sport after a period when previous management delved deeper into the fashion world.
Strategic Repositioning
Nike announced on Monday that Michael Gonda, previously Chief Impact Officer at McDonald’s, will join as the new Chief Communications Officer [1][2]. He will officially assume his new role on 7 July 2025 and report directly to CEO Elliott Hill [4]. This appointment forms a crucial part of Nike’s broader transformation strategy, aimed at redefining the communication approach of the sports brand [1][2].
Financial Context
Gonda’s appointment comes at a critical moment for Nike, which has experienced declining sales for four consecutive quarters [2]. In the third quarter of 2025, net revenue dropped by -8.871 percent to 11.3 billion dollars, while net profit declined by -33.833 percent to 794 million dollars [4].
Organisational Reform
Gonda will be responsible for the global communication strategy, including storytelling, corporate reputation, issue management, and employee engagement [5]. His appointment fits into a broader restructuring where Hill has changed several key positions, including new executives for sports marketing, legal affairs, human resources, and growth opportunities [2].