Nike Names Global VP of Direct Acceleration as It Leans Into DTC and Digital Channels

Nike has tapped Maggie Gauger as its new global VP of direct acceleration, the executive announced on Monday via a LinkedIn post. An almost 20-year veteran of the Swoosh, Gauger most recently served as Nike’s global VP of marketplace, where she led a team of more than 150 people to execute Nike’s B2B platform, according to her LinkedIn. Prior to that, she served as Nike’s VP of global marketplace and categories. Nike did not immediately return FN’s request for comment. According to an update on her LinkedIn profile, Gauger will be charged with leading Nike’s “Direct Acceleration strategy and portfolio” across all geographies. In her new role, she will help oversee key elements of Nike’s “Consumer Direct Acceleration” (CDA) program, which involves zeroing in on DTC and digital channels and pulling out of some wholesale channels. She will also help Nike become a “more direct-led, digital and premium marketplace.” The appointment comes as Nike forges ahead with its plan to go all-in on its direct and digital capabilities. Nike said in June that it wants to have digital sales make up 50% of revenues by 2025. Nike also wants DTC to make up 60% of sales. In a March call with investors discussing the company’s

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