• Craig Cheek replaces Willem Haitink
  • Nike aims to double China revenue by 2015

Sporting goods firm Nike has announced a series of executive management changes for Greater China and North America, including that of Craig Cheek as vice president and general manager of Greater China.

Cheek most recently served as vice president and general manager of Nike’s North America geography.

He replaces Willem Haitink, who will now become vice president and general manager of Converse’s EMEA (European, Middle East and Africa) business.

Elliott Hill will replace Cheek to lead the North American geography, having most recently served as vice president of global retail.

"Willem Haitink has led Nike’s Greater China business to achieve strong growth, and now we look forward to Craig Cheek taking the lead and continuing the momentum in this important geography," said Gary DeStefano, president of global operations.

"Craig will lead us forward to achieve our goal of doubling our size in China by 2015. Our brand in North America remains strong and Elliott Hill will continue to deepen our lead across this geography. With Hill’s experience, we will continue to connect with consumers by focusing on our category offense and by elevating the retail experience across all channels of distribution."