By getting up every day at 4:30 in the morning, looking at his iPhone and doing sports very early in the morning, Tim Cook not only has his mind focused on Apple. The head of the American company that has designed the iPhone, the Mac and, most recently, the Vision Pro, a mixed reality headset, also thinks about Nike.
We know less, but Apple is an almost historical partner of the sports equipment manufacturer. While he was one of Steve Jobs’ right-hand men, Tim Cook joined Nike’s board of directors in 2005. The iPhone has yet to be introduced; will be released in 2007.
But contrary to what one might believe, Tim Cook is far from being a simple observer within the American equipment manufacturer. When he wears a pair of Nike sneakers in Apple colors during a conference in May 2024, they were drawn on an iPad.
An influential manager at Nike
What’s more, as Bloomberg reveals, he was also personally involved in the appointment of Elliott Hill as CEO, four years after his first retirement. Elliott Hill, who replaces John Donahoe, an eBay veteran, faces a big challenge: slowing sales.
It is mainly the situation in China that raises questions today and, in this regard, Tim Cook could offer valuable advice. The country, which generally prefers local solutions to Western ones, regularly deals heavy blows to Apple. iPhone sales are in sharp decline, despite promotions that are only ephemeral. Local laws, sometimes difficult to understand, are also perfectly known to the Apple CEO, at a time when Nike must renew its presence in China and on its social networks.
In addition, Tim Cook also used his knowledge to guide Nike towards a less uncertain future in the face of activist investors, including Carl Icahn and Elon Musk. Design is also regularly at the center of discussions to generate anticipation and quick sales.
Then we understand that waking up at 4:30 in the morning, which allows us to respond to journalists starting at 5 in the morning, is not the result of chance. Tim Cook is a super active boss who has to play on several courts at the same time, all of them equipped with his exclusive sneakers, his Apple Watch with Nike bracelets and faces and, by the way, an iPhone.
Source: BFM TV
