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Nike Direct gets new head

Heidi O’Neill is the new president of Nike Direct which handles the digital initiatives. In her new role, O’Neill will be responsible for all Nike digital products, services and member experiences, as well as lead Nike Direct through the next transformative and digitally-led era.

O’Neill, a 20-year Nike veteran, has held senior management roles across the company, including her current role. She has also held positions of increasing responsibility, including VP of US apparel; VP, general manager of Nike’s women’s category, and VP, general manager of Nike stores globally.

She began her career at Nike as a marketing director in apparel. Prior to joining Nike, O’Neill held roles at Levi Strauss. She is a founding board member of the Nike School Innovation Fund.

Adam Sussman, previously Nike’s chief digital officer, will assume an expanded role to become VP, general manager, Nike Direct digital and geographies. Sussman will continue to oversee Nike digital and the consumer vision for digital products, experiences, services and capabilities across the marketplace, while taking on management responsibility of the four key Nike direct geographies. Sussman will report to O’Neill.

Nike, based in the US, is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities.