New Nike CEO’s Turnaround Bid Began With Call to NFL’s Goodell

When Elliott Hill became chief executive officer of Nike Inc., among his first orders of business was securing its future alongside the biggest sport in the US: pro football.

In October, shortly after Hill arrived at Nike headquarters in Beaverton, Oregon, he called NFL Commissioner Roger Goodell. The league’s coveted licensing deal with Nike for its on-field uniforms was set to expire in 2027, and it had been considering other bidders, according to people familiar with the matter who weren’t authorized to speak publicly on the matter.

NFL Commissioner Roger Goodell called Nike a “critical partner.”

Photographer: Chris Graythen/Getty Images

It would be a major blow to Nike to lose the licensing ...