Skip to Main Content
Sport

Heidi O’Neill: How the ’99ers Shaped a Nike Leader

25 Jul '25
By The Shift

Image courtesy of Nike

25 Jul '25
By The Shift

Image courtesy of Nike

The Shift highlights women’s stories through the lens of impact. It hopes to contextualize history and inspire action.

A

As President, Consumer, Product & Brand, Heidi O’Neill leads Nike’s global product innovation, design, and marketing teams, as well as the integration of Nike’s consumer and Sport teams. She guides her teams to focus on keeping athletes and sport at the center of everything – from innovation, to product, to storytelling.

The Shift:

Who are three women that inspire you?

Heidi:

Since I was young, I have looked to athletes for guidance and inspiration. As my career has evolved, my inspiration has transitioned toward the coaches who lead those athletes. Recently, we have had some incredible coaches as part of Nike’s Athlete Think Tank, an annual cohort initiative that brings together women athletes and coaches to discuss issues that matter to athletes, invest in communities and organizations, and drive positive change for the future of sport. 

The following women have been members of our Think Tank, and have been particularly strong sources of inspiration for me:

  1. Emma Hayes, Head Coach, United States Women’s National Soccer Team 
  2. Diljeet Taylor, Head Coach, Women’s Cross Country, Brigham Young University (BYU); Associate Director, Track and Field, BYU; and Head Coach, Nike’s Swoosh Track Club
  3. Dawn Staley, Head Coach, Women’s Basketball, University of South Carolina Emma, Diljeet and Dawn are making dreams come true for their teams every day. I am inspired by their courage to demand change for women’s sports, their unwavering belief that their athletes will win, and their commitment to building a team that trusts themselves and each other.
The Shift:

What is one defining moment in your career or life that empowered you to create change, and how has it shaped the path you’re on today?

Heidi:

A pivotal moment that has had a lasting impact on my career was in the late ‘90s when I led the Nike Women’s Apparel team. Nike supported the U.S. Women’s National Soccer Team, affectionately known as the ’99ers, in the years leading up to their historic FIFA Women’s World Cup win through external brand campaigns, new product innovation, and unprecedented athlete collaboration. For example, before Nike, women’s soccer kits were just smaller versions of men’s – we were the first company to design kits specifically for women. 

What I saw from the ‘99ers during this time changed how I led, and to this day, it guides my leadership approach. I recognized then that this incredible group of women athletes dared to dream outside the boundaries created for them, the confidence in themselves and the trust in each other to work together to make their dreams real. I’m so grateful that I was also able to recognize the importance of these qualities for any leader who is building a team that can make an impact.   

Today, I am honored to lead the teams at Nike that keep changing the landscape of women’s sports – not just through product innovations that invite women and girls into sports but also through powerful campaigns like “So Win,” which tells the world it’s okay for women to want to win. With every single project – no matter how big or small – I am guided by the principles instilled in me by the ‘99ers: an irrational belief that we can change the world, the courage to challenge the status quo, and a commitment to putting in the hard work and training to perfect our game.    As Nike continues its relentless pursuit to progress women’s sport and inspire the next generation to dream bigger and go further, I feel so lucky to have been part of and inspired by the era of the ‘99ers and their audacious dream.

_____

Heidi O’Neill is honored as part of The Shift’s “90 Plus One” list, which recognizes influential women shaping contemporary culture. With Gloria Steinem featured on the inaugural print cover, the list pays homage to her 91 years of activism by highlighting a powerhouse community of women shifting culture.