Nike is in the middle of one of the most closely watched turnarounds in global retail. Once the undisputed leader in athletic apparel, it is now fighting shifting consumer behaviour, rising challengers like Hoka and On, and the consequences of its own strategic missteps. With a new CEO and a major reset underway, can Nike regain its edge? Philip See speaks to Poonam Goyal, Senior Retail and e-Commerce Analyst at Bloomberg Intelligence, about what is changing, and what brands can learn from Nike’s comeback effort.

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