Nike Swings the Axe Again, Cutting 1,400 Jobs as Turnaround Drags On

With input from FOX Business, CNBC, the New York Times, Reuters, and Bloomberg.

Nike is trimming its workforce once more – this time by about 1,400 roles – as the company pushes deeper into a long-running overhaul of how it operates.

The cuts land mostly in the tech division and stretch across North America, Asia, and Europe. Altogether, they account for just under 2% of Nike’s global headcount.

In a memo to staff, Chief Operating Officer Venkatesh Alagirisamy framed the move as part of an ongoing plan rather than a sudden pivot. The restructuring, he said, is simply entering its next stage.

Behind the corporate phrasing is a company still trying to find its footing.

Nike has been reshaping itself for months. Back in January, it cut 775 jobs, largely tied to automation at distribution centers. Earlier efforts in 2024 wiped out more than 1,600 roles, followed by another, smaller round over the summer. This latest move keeps the pattern going: streamline, automate, repeat.

The goal now is to simplify a business that’s grown unwieldy. That means tightening supply chains across materials, footwear, and apparel, while consolidating tech operations into two main hubs – one at its Oregon headquarters and another in India. Some engineering and manufacturing work tied to Converse is also being moved closer to production partners.

Executives say this should make Nike quicker on its feet – less internal friction, faster product cycles, tighter coordination with suppliers. More machines, fewer layers, clearer lines.

CEO Elliott Hill, who took over in 2024, has been steering the company back toward its athletic roots after years of leaning heavily into lifestyle products. The reset hasn’t been smooth. Sales are still under pressure, and Nike expects another dip this quarter, with China – one of its biggest markets – projected to fall sharply.

Markets didn’t react much to the latest cuts. The stock ticked up slightly after hours, though the bigger picture is harder to ignore: shares have lost more than half their value over the past three years.

Inside the company, the message is about speed and focus. Fewer moving parts. Faster decisions. A business built to respond quickly rather than sprawl.

Outside, it looks like a brand still in the middle of a long reset – cutting costs, reworking strategy, and trying to regain momentum without losing its edge.