In a move designed to bolster its turnaround strategy, Target has announced the addition of two influential figures to its board of directors: John Hoke, former Chief Innovation Officer at Nike, and Steve Bratspies, the former CEO of HanesBrands. These high-profile appointments come as Target seeks to regain its momentum following a challenging period marked by declining sales and consumer dissatisfaction.
Two New Powerhouses Join Target’s Leadership
Target’s latest board additions are part of a broader effort to revitalize the retailer’s brand and operations. The company revealed in a press release on January 23, 2026, that Hoke will join the board in March. As Nike’s former Chief Innovation Officer, Hoke brings decades of experience in design and product development, which Target hopes will help strengthen its merchandising strategy. Hoke’s responsibilities at Target will include serving on the governance and sustainability committee, as well as the compensation and human capital management committee.
Additionally, former HanesBrands CEO Steve Bratspies will join the board in April. Bratspies, who led HanesBrands through a period of growth, will contribute his expertise in corporate governance to Target, focusing on the audit and risk committees and infrastructure and finance committees.
Both Hoke and Bratspies will be compensated with a mix of cash and stock units, as outlined in Target’s 2025 proxy statement. This compensation structure is standard for all non-employee directors and reflects Target’s commitment to attracting top-tier talent as it works to stabilize and grow its business.
Aligning with CEO’s Vision for a Stronger Target
The appointment of these two new board members comes at a pivotal time for Target, as the company prepares for the transition of its Chief Operating Officer, Michael Fiddelke, into the role of CEO next month. Fiddelke’s ascension to the top position marks a crucial step in Target’s ongoing turnaround plan, and the new board members’ skills align with his vision for the retailer’s future.
The company has been grappling with a decline in sales, store traffic, and consumer loyalty, leading to the current restructuring. In November 2025, Target reported a 1.5% year-over-year drop in net sales, amounting to $25.3 billion. Additionally, comparable sales fell by 2.7%, and merchandise sales decreased by 1.9%. These figures underscored the need for a fresh approach, which is where Hoke and Bratspies come in.
Target’s press release highlighted that the appointments of Hoke and Bratspies demonstrate the retailer’s dedication to delivering on its promise of “style, design, and value” through a deep understanding of consumer needs. These qualities are central to Fiddelke’s strategy of reinvigorating Target’s merchandising authority and addressing the challenges of a shifting retail landscape.
John Hoke: A Design and Innovation Expert
Hoke’s career at Nike spanned over three decades, and his leadership in innovation and design played a key role in shaping the brand’s identity. As Nike’s first Chief Design Officer, Hoke oversaw a vast range of design initiatives that became iconic in the sportswear industry. He later transitioned to the role of Chief Innovation Officer, where he was responsible for pushing the company’s boundaries in terms of product design and technology.
Nike CEO Elliott Hill praised Hoke for his pivotal contributions, remarking that his work “helped establish Nike’s designs as some of the most innovative and beloved in the world.” Hoke’s extensive background in both design and innovation positions him as a valuable asset for Target, where the company hopes his insights will help them stay competitive in the ever-evolving retail space.
Steve Bratspies: A Veteran of Brand Transformation
Steve Bratspies brings his leadership experience from HanesBrands to Target’s board. During his tenure as CEO of HanesBrands, Bratspies helped guide the company through significant changes, increasing profitability while navigating the complexities of the global apparel market. His knowledge of supply chain management, corporate governance, and financial oversight will be invaluable to Target as it aims to streamline its operations and enhance its financial stability.
Bratspies’ experience in managing a large-scale, global retail operation will be especially helpful as Target looks to refine its infrastructure and optimize its financial structure. He will serve on both the audit and risk committees as well as the infrastructure and finance committees, where his skills will be critical in steering Target toward stronger financial health.
The Road Ahead for Target
With these strategic appointments, Target aims to sharpen its focus on consumer-centric design, governance, and sustainable growth. Hoke and Bratspies’ deep expertise in innovation, branding, and financial management will be pivotal as Target works to restore its market position and improve shareholder value.
As Target navigates this challenging period, it is clear that the retailer is placing a strong emphasis on leadership and governance to guide its way forward. These changes are a reflection of CEO Michael Fiddelke’s vision for the company, which includes restoring consumer confidence, reigniting store traffic, and ultimately securing long-term growth.
While the path ahead is not without its challenges, Target’s decision to bring in experienced leaders like Hoke and Bratspies signals that the company is serious about its transformation and committed to steering itself toward a prosperous future.
