Tom Peddie has already assumed his previous role at Nike as vice president and general manager for the North Americas region. He takes over the role from Scott Uzzell, who tendered his resignation. His new role will be effective October 21.

As previously reported by SGB Media, Peddie returned to Nike on June 24 as VP of marketplace partners. A Bloomberg news report in early July, citing an internal Nike memo, also said the move was made to “mend relationships with retailers as the sneaker maker struggles with falling sales.”

Peddie worked for Nike for 30 years before retiring in 2020 when he last served as VP and GM of North America.

“I’m excited to welcome Tom Peddie back to North America. No one is more qualified to lead North America’s next stage of strategic growth, grounded in sport. Importantly, Tom’s outstanding relationships with our retailers and deep experience developing an integrated marketplace will be critical to accelerating our future success,” said Craig Williams, president of geographies and marketplace for Nike.

“I’d also like to thank Scott for his dedication, passion and leadership during his six years with Nike and Converse. We wish him every success in the future,” said Williams.

Peddie will lead Nike’s direct sales and marketing, digital and consumer contracts and territories for North America. He returned to the company after a 30-year career at Nike in global sales before being the general manager of Emerging Markets.

Nike noted in a media release that it will also name a new VP of marketplace partners soon.

Stifel Analyst Jim Duffy remarked in a note that Peddie’s reassignment is “likely foreshadowing additional leadership shakeups ahead” following the hiring of Nike veteran Elliott Hill as CEO on October 14. He noted that under Peddie’s oversight, Nike’s North America revenue grew at a low-single-digit rate from October 2016 through April 2020, while Emerging Markets expanded at a double-digit rate on a currency-neutral basis from FY14 to FY16.

Duffy said, “Bigger picture, Nike remains in reset mode, and we expect it will take time to revitalize company culture and ultimately reinvigorate brand momentum. We continue to expect CY25 is likely to be a transition year for the brand and expect additional leadership changes ahead. For the stock, we struggle to support an upside case from current share levels absent marketplace evidence of improved visibility to revenue stabilization/inflection and remain comfortable at HOLD.”

Image courtesy Nike, Inc.