Apple CEO Tim Cook advised Nike on strategic issues during a 10% sales decline period.

Apple CEO Tim Cook has been instrumental in guiding Nike during a challenging period marked by a 10% decline in sales and leadership changes. As Nike's longest-serving board member, he has advised on various strategic issues, including operations in China and executive appointments. With new CEO Elliott Hill at the helm, Nike has postponed its revenue guidance and investor day. Cook's collaboration with Nike includes co-branded Apple Watch models since 2016.