Nike CEO Elliot Hill went on CNBC's " Squawk on the Street " yesterday from the company's Beaverton headquarters to talk about his turnaround plan amid a prolonged sales slump and distribution challenges. What he's saying: "I think we've got to make sport cool. And it's our opportunity to invite 8 billion consumers into the world of sport, fitness, and the lifestyle of sport. And when we do that, we grow the overall marketplace." Zoom in: Elliot said the company shifted its strategy last month and divided each brand by sport — i.e. Nike Running, Nike Basketball, Nike Training — after he spent time thinking about Nike's mission statement and commitment to "every athlete in the world." Now all those billboards around town are starting to make sense.