Consumer

Nike to Replace Converse CEO in Bid to Reverse Sales Slump

The Converse Inc. and Nike Inc. logos are displayed in a store window in Bangkok, Thailand, on Saturday, Oct. 21, 2017. Thai household consumption, worth about half the country's $407 billion gross domestic product, has been subdued amid a yearlong mourning period for late King Bhumibol Adulyadej that ends on Oct. 29.Photographer: Brent Lewin/Bloomberg

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By Kim Bhasin and Lily Meier

July 10, 2025 at 7:11 PM UTC

Nike Inc. is replacing the chief executive officer of its Converse subsidiary as it looks to reverse a lengthy sales slump for the struggling sneaker brand.

Aaron Cain, a vice president and general manager of Nike’s global men’s business based at headquarters in Beaverton, Oregon, will take the top job at Converse in Boston, according to an internal memo seen by Bloomberg News.