The brand has handed the role to Adam Sussman, who was previously Nike’s head of global strategy and development, and boasts a strong mobile and social-gaming background from prior experience at Zynga, Disney’s gaming arm and EA Mobile.
Sussman will oversee new digital products for Nike.com, Nike+ and other "brand digital platforms", and be responsible for boosting consumer engagement. He will report to Trevor Edwards, president of Nike Brand.
Edwards said: "Adam is just as passionate about solving a problem for one athlete as he is introducing that innovation to a global community. 2016 promises to be a big year for the world of Nike digital, and this is just the beginning."
Nike was not specific about its plans with Sussman, but has announced bold ambitions to boost its online sales seven-fold from $1bn in fiscal 2015 to $7bn by 2020. Overall, the brand plans to boost revenue to $50bn over the same period. Its revenue in the year to May 2015 was $7.8bn.
The firm has cemented digital partnerships, teaming up with DreamWorks to speed up its 3D printing process and exploring ways to make individual customisation possible.
Nike is also investing in digital services, using its Nike Training Club platform to gather data on consumers’ habits and target with relevant products.