Andrea Felsted, Columnist

Nike Is Running Up That Tariff Hill

There’s still a lot of competition out there.

June 27, 2025 at 10:19 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Faith Kipyegon, running the 1500 meter in New York last year.
Photographer: Bloomberg/Bloomberg

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Faith Kipyegon’s Nike Inc.-backed effort Thursday to become the first woman to shatter the four-minute mile fell short by six seconds.

“You have to dare to try,” said Nike Chief Executive Officer Elliott Hill, on the analysts’ call following both the attempt in Paris and the company’s fourth-quarter results.