Nike is cutting around 1,400 jobs across its global operations, with technology teams set to be hit hardest, as the sportswear giant pushes ahead with its “Win Now” turnaround strategy.
The latest round of layoffs will affect employees across North America, Asia and Europe, and represents less than two per cent of Nike’s global workforce.
In a note to staff, Nike chief operating officer Venkatesh Alagirisamy said the changes formed the “next phase” of work already under way to simplify the business and sharpen its operating model.
The reductions will be mainly concentrated in technology, as Nike reshapes its tech team and consolidates parts of its operation.
The brand is also modernising its Air manufacturing, moving some Converse footwear operations, and integrating materials supply chain work into its footwear and apparel supply chain teams.
Alagirisamy said: “Collectively, these changes will result in a reduction of approximately 1,400 roles in global operations, with the majority in technology.”
He added: “These reductions are very hard for the teammates directly affected and for the teams around them, too.”
The move marks Nike’s second major round of layoffs this year. In January, the business announced 775 job cuts, largely across its US distribution centres, as it accelerated the use of automation.
It also follows cuts last year that affected less than one per cent of Nike’s corporate workforce. The retailer sought to realign the business under chief executive Elliott Hill.
Hill, who returned to Nike as chief executive in 2024, has been working to revive the brand after a prolonged period of weaker sales, greater promotional pressure and tougher competition from fast-growing rivals including On, Hoka and Anta.
Nike’s latest quarterly results underlined the scale of the challenge. The group posted third-quarter revenue of $11.3bn, flat on a reported basis and down three per cent on a currency-neutral basis, while Nike Direct revenue fell four per cent to $4.5bn.
Converse sales dropped 35 per cent to $264m.
Gross margin also fell 130 basis points to 40.2 per cent, which Nike said was primarily driven by higher tariffs in North America.
Nike has warned that sales will continue to fall over the rest of the year, with Greater China expected to decline by around 20 per cent in the current quarter as the business battles softer demand, inventory issues and competition from local players.
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