Nike, Inc. announced that Tom Peddie will become vice president, general manager of the North America Geography, succeeding Scott Uzzell, who has decided to leave Nike.

“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”

“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, Geographies and Marketplace.

“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 all aspects of Nike’s North America Geography, including Direct, Sales, Marketing, Digital, Consumer Construct and Territories, among others. Peddie recently returned to Nike as VP, Marketplace Partners after a 30-year Nike career spanning Global Sales, before becoming the GM of Emerging Markets, and then leading the North America Geography.

Nike will announce the backfill for VP, Marketplace Partners soon.

In a note, Jim Duffy, an analyst at Stifel,  noted that Peddie’s reassignment is “likely foreshadowing additional leadership shakeups ahead” following the hiring of Nike veteran Elliott Hill as CEO, starting October 14. He noted that under Peddie’s oversight, 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 concluded, “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’.”