Nike's Sport Offense Reignites Momentum As ‘Rip The Script' Breaks 1.5 Billion Views

Nike reported a sobering fiscal 2026, with flat full-year revenue and a challenging Q4, yet still beat Wall Street expectations. CEO Elliott Hill unveiled the "Sport Offense" strategy, a return to a sport-led model with cross-functional teams focused on consumer insights to drive innovation and rebuild for the decade. Despite anticipated headwinds through early fiscal 2027, momentum is building, notably from the World Cup, where the "Rip the Script" video garnered 1.5 billion views. Nike's running business also saw strong growth and market share gains. While Nike Sportswear and Jordan Streetwear lagged, the company is mending retail partnerships and elevating in-store experiences. Analysts offer mixed views, but Hill remains optimistic, seeing progress in the Sport Offense taking hold. Show More “When we lead with sport, we win,” Nike CEO Elliott Hill said. SANTA MONICA, CALIFORNIA - JUNE 10: A pedestrian walks by a display of international soccer player photos outside of a Nike store on June 10, 2026 in Santa Monica, California. Retailers and restaurants are getting ready for the World Cup, which begins on June 11 and runs through July 19. (Photo by Justin Sullivan/Getty Images) Getty Images Nike just delivered a sobering fiscal 2026 earnings report, underscoring how difficult it is for a market leader to play catch-up in a category it once defined. While the company still expects headwinds through the first two quarters of fiscal 2027, it sees momentum building—led by outstanding performance around the World C...