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024 Hours With Nike's C.E.O. as He Races to Win Back the Sports World
In recent years, Nike lost its iron grip on the sports world, which had driven the company's sales and defined its brand.
Relationships became strained with some of the leagues, teams, athletes and retailers that Nike worked with, amid complaints the company was neglecting them. Major League Baseball players complained about the quality of its jerseys.
Mr. Hill, 62, is trying to restore those connections through his own style of corporate diplomacy, racing around the globe to meet with some of the sports world's most influential executives and athletes.
Mr. Hill arrived at F.C. Barcelona's facility. The manager of the women's soccer team, spoke with him on the practice pitch as the team finished training. Barcelona's team is one of Nike's critical deals, giving it a strong presence among the world's most prestigious squads.
He walked to another field to meet Pablo Gavira, known as Gavi, a star on the Barcelona men's team, and used the bits of Spanish he had picked up over the years to quiz the 21-year-old midfielder about his custom blue Nike boots. Mr. Hill tried to glean technical insights straight from one of the best young players in the world. How is the toe room? Is there proper traction on the surface?
Then there is Michael Jordan.
"I texted him on his birthday," Mr. Hill said while scrolling through his phone for evidence.
Mr. Jordan, 63, said in an email that Mr. Hill had been a longtime supporter of the brand and that he is what Nike needed. "What sets Elliott apart is his ability to build trust — with athletes, partners and people on the ground around the world."
生词好句
race 英 [reɪs] 美 [reɪs] （本文）v. 争分夺秒，全力冲刺；n. 赛跑，竞赛
Doctors raced against time to save the patient.医生们争分夺秒地抢救病人。
The team raced to finish the report before the deadline.团队争分夺秒地争取在截止日期前完成报告。
win back 重新赢得，收复
The company tried its best to win back customers' trust.这家公司试着尽全力赢回顾客的信任。
sports world 体育界
sports event 体育赛事
sports game 体育比赛
lose someone's iron grip on something 失去对某事物的绝对掌控，不再占据霸主地位
grip n. 紧握，掌控
iron adj. 铁一般的
With the rise of social media, traditional media lost their iron grip on public opinion.随着社交媒体的崛起，传统媒体失去了对公众舆论的绝对掌控。
loosen someone's iron grip 松动某人的铁腕掌控
The tech giant is trying to loosen its rival's iron grip on the market.这个科技巨头正试图松动对手对市场的铁腕掌控。
corporate diplomacy 商业外交（像外交官一样有策略、有技巧地处理商务关系）
practice pitch足球训练场
pitch n.（英式英语）足球场
prestigious 英 [preˈstɪdʒəs] 美 [preˈstɪdʒəs] adj. 享有盛誉的
squad 英 [skwɒd] 美 [skwɑːd] n.（体育语境）运动队
glean 英 [ɡliːn] 美 [ɡliːn] v.（费力地）收集信息、知识等
The journalist interviewed various sources to glean information for her report. 记者采访各方人士，为她的报道收集信息。
We can glean useful experience from every failure. 我们可以从每一次失败中汲取有用的经验。
set somebody/something apart 使……与众不同，使脱颖而出
Her optimism is what sets her apart.她的乐观精神正是她的与众不同之处。
The phone's design sets it apart from its competitors.这款手机的设计让它在竞争对手中脱颖而出。
