What's gone wrong at Nike? How the world's sportswear giant lost its mojo

What's gone wrong at Nike? How the world's sportswear giant lost its mojo It's been a difficult few years for Nike. The largest sportswear brand on the planet, named after the ancient Greek goddess of victory, has been losing of late. The one-time industry disruptor is now the establishment and in the middle of a tricky turnaround plan aimed at clinging on to market dominance. Nike's latest financial results show signs a turnaround strategy put in place by company veteran Elliott Hill, who was coaxed out of retirement two years ago to lead the firm, is working - but the pace of change is more marathon than sprint. However, its recovery has been dented by the loss of football star Kylian Mbappé, who ended his 20-year association with the brand last week to join fast-growing Swiss rival, On.