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Full interview: Heidi O’Neill of Nike from Code Commerce

O’Neill is the president of Nike’s $9 billion direct-to-consumer business.

Nike Direct President Heidi O’Neill sits in a red chair on stage at Recode’s Code Commerce 2017 conference in New York City. Keith MacDonald

Heidi O’Neill is the president of Nike’s $9 billion direct-to-consumer business, including and Nike retail stores.

O’Neill has been with Nike for 19 years, but as of June, she has taken on a new role: To unite all of Nike’s interactions with customers under one organization, and to build shopping experiences that make the most of the advantages that digital and physical retail each offer.

We talked to her at our two-day Code Commerce conference about the successes and failures that led to this reorganization, and what the move means for Nike’s relationship with frenemies like Amazon.

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