Nike Taps Ex-Foot Locker Supply Chain Chief to Lead Converse Turnaround

Quick Facts

Nike named Kristin Bauer, former Foot Locker chief supply chain officer, as Converse COO starting Sept. 14
Converse revenue fell 19% to $1.7 billion in fiscal 2025 and dropped further to $1.17 billion through fiscal 2026
Nike CEO Elliott Hill says Converse is not for sale, but analysts are publicly questioning whether a divestiture makes more sense

Nike Inc. has named Kristin Bauer as chief operating officer of Converse, effective Sept. 14. Bauer served as chief supply chain officer at Foot Locker for nearly three years before leaving in April. The appointment was confirmed by a Nike spokesperson and first reported by Bloomberg, citing an internal memo from Converse CEO Aaron Cain.

Before Foot Locker, which is now owned by Dick’s Sporting Goods, Bauer held supply chain and logistics roles at TJX Cos. and Ulta Beauty. She will report to Nike COO Venky Alagirisamy.

The hire arrives as Converse faces one of the steepest declines in its history. The brand posted revenue declines for eight consecutive quarters. Annual revenue dropped from $2.4 billion in fiscal 2023 to $1.7 billion in fiscal 2025. Through fiscal 2026, Converse generated $1.17 billion, a 32% drop on a currency-neutral basis in the first nine months alone. Unit sales fell 28% during that period, with lower average selling prices shaving an additional four percentage points off revenue.

Gross margin deteriorated 700 basis points in Q2, and operating income turned negative. Nike acquired Converse in 2003 for $305 million and built it into a $2.4 billion brand. The collapse represents a $700 million revenue loss in two years.

Cain, a 21-year Nike veteran, took over as Converse CEO from Jared Carver earlier this year. In his internal memo, Cain acknowledged the difficulty of the transition. “We also had to make difficult decisions which will include saying goodbye to friends and teammates,” he wrote.

Nike CEO Elliott Hill struck a more optimistic tone. “At Converse, the team took decisive actions this quarter to revitalize the brand and turn it into a strong business,” Hill said. “Converse is a much-loved brand that connects with a specific audience through its ties to creative culture, music, and youth.” Hill has indicated Converse is not for sale.

Not all observers share that confidence. Neil Saunders, managing director of GlobalData, called the situation “nothing short of a disaster” and said Nike should consider an exit if it lacks the bandwidth to fix the brand. Laurent Vasilescu, a senior analyst at BNP Paribas, flagged a 44% decline in demand creation spending on Converse as a signal Nike may be weighing strategic alternatives. “A divestiture of Converse would finalize the divestiture of Nike’s all acquired brands,” Vasilescu wrote, pointing to prior sales of Cole Haan, Umbro, Starter, and Hurley.

The Bauer hire is Nike’s second major executive move this week. The company also brought on Jane Ewing, a Walmart veteran, as executive vice president and chief commercial officer, effective Sept. 7. Ewing spent nearly 14 years at Walmart and most recently served as interim CEO of Sam’s Club in China. She will lead Nike’s global marketplace, overseeing sales and Nike Direct.

For Converse, the question is whether operational fixes can reverse a brand in freefall. Bauer’s background in supply chain and logistics gives her the tools to address cost structure and inventory management. Whether those levers can restore consumer demand for a brand that has lost $700 million in annual revenue over two years remains to be seen.