Tim Cook, the chief executive officer of Apple Inc., is not just focused on technology and innovation within his own company; he is also guiding one of the largest sportswear giants, Nike, through some of its most challenging times. As the longest-serving member of Nike’s board of directors, Cook has become a vital support for key figures such as co-founder Phil Knight and executive chairman Mark Parker during a period marked by declining sales and tumultuous leadership changes.

Nike’s recent struggles reveal a significant drop in demand for its products, exacerbated by rising competition from emerging brands. Just two months before Cook showcased the new iPad lineup this past May, Nike issued a warning about falling sales, indicating that the demand for sneakers was waning. The company’s challenges were compounded by layoffs affecting various offices in the first half of the year, signaling a desperate need for strategic leadership.

In light of the situation, Cook took an active role in advising Nike on its leadership turmoil. Following the unexpected retirement of John Donahoe, the CEO who had been in the position for just four years, Cook assisted Nike in securing Elliott Hill, a seasoned veteran of the brand, to return from retirement and assume the CEO role. This appointment reflects Cook’s commitment not only to Apple but also to the success of one of its long-standing partners.

Over the past 19 years, Cook has exhibited impressive leadership and strategic influence as Nike’s lead independent director. He has served as a sounding board on critical issues, ranging from technology operations to investor relations, leveraging his extensive experience at Apple—particularly his insights from navigating the highly competitive tech market. This multifaceted involvement is particularly crucial as Nike attempts to align itself with evolving market expectations.

As Cook stepped into a more pronounced advisory role, he faced the daunting task of helping Nike navigate its most profound upheaval in decades. Earlier this year, Nike reported a staggering 10% drop in sales during one quarter, a situation exacerbated by the company’s withdrawal of full-year guidance. This move was intended to allow Hill time to develop a comprehensive turnaround strategy, which will require careful consideration and approval from Cook and the board.

Cook’s journey with Nike began in 2005 while he was serving as Apple’s Chief Operating Officer. At that time, the two companies were strategizing their first collaboration to integrate technology into footwear—specifically, a pedometer sensor built into shoes that would connect with the iPod to track fitness data. Knight, recognizing Cook’s tech expertise, saw his addition to the board as a significant advantage in navigating an increasingly digital landscape.

The relationship between Cook and Nike intensified over the years, particularly following the retirement of Knight as chairman in 2016. Cook’s involvement expanded as he became the chairman of the compensation committee, directly influencing vital decisions affecting governance and operations. His insights helped strengthen the partnership between Apple and Nike, notably through collaborative initiatives such as co-branded products involving the Apple Watch.

Throughout recent challenges, the dynamic between Cook and Knight has remained strong. Both leaders appreciate the synergistic potential of coupling technology with athletic wear, especially as they explore opportunities in wearable technology and new digital platforms. Nike’s efforts to modernize its e-commerce approach and streamline its operations coincide with the technological innovations spearheaded by Apple.

During difficult market conditions, Cook used his experience with China—a vital market for both Apple and Nike—to guide Nike’s strategies. In recent years, Nike faced tensions over various controversies in China, including legal compliance and labor conditions. Cook’s familiarity with similar issues at Apple positioned him as a knowledgeable resource for Nike as it sought to revamp its operations in a key region.

As Nike anticipates its future, the endorsement and support from influential board members like Cook become increasingly critical. The new CEO, Hill, carries the weight of restoring Nike’s market position. His success hinges on Moon’s ability to innovate meaningfully and recapture the engagement of sneaker enthusiasts and retailers alike.

Cook’s commitment to Nike serves as a testament to the importance of cross-industry mentorship and support. His strategic insights bolster not only organizational resilience but also highlight how business leaders can collaborate to foster innovation and turn challenges into opportunities for growth.

Through strategic partnerships and adaptive leadership, Cook exemplifies how business innovation is not limited to a single domain; rather, it thrives at the intersection of industries, uniting technology and lifestyle in ways that can potentially redefine market success.