Nike to lay off 775 employees

MUMBAI: Nike is trimming muscle. The world’s biggest sportswear brand is laying off around 775 employees as it steps up automation and pares back costs in a renewed push for profitability.

The cuts will largely hit distribution-centre roles in Tennessee and Mississippi, where Nike runs major warehouse operations, according to a Reuters report. The move is part of a wider restructuring as the company tries to streamline its supply chain and reignite growth after a prolonged slowdown.

In a statement, Nike said the workforce reduction is designed to “reduce complexity, improve organisational flexibility, and support our path to profitable growth”.

The job losses are the latest in a series of retrenchments. In August 2025, Nike cut about 1 per cent of its corporate workforce as part of a turnaround drive under chief executive Elliott Hill, who took the helm in 2024. The brand has been struggling to regain momentum in a market crowded with nimbler rivals and shifting consumer tastes.

Pressure is coming from several fronts. In the second quarter, Nike flagged stress on gross margins as demand weakened in China and the company worked through a reset of its product mix. Sales in China slumped 17 per cent, marking the sixth straight quarterly decline in the key market.

Tariffs are biting too. Matthew Friend, chief financial officer, has warned that US tariffs on Southeast Asian countries—where Nike manufactures much of its footwear and apparel—are expected to cost the company $1.5 billion in 2025, calling them “a significant headwind”.

The numbers underline the strain. Nike posted second-quarter revenue of $12.43 billion, while net income fell 32 per cent year on year. As of May 2025, the company employed about 77,800 people worldwide, including retail and part-time staff.

Under Hill, Nike is doubling down on its roots—pouring investment into core sneaker franchises, refocusing on performance-led sports such as running and football, and reshaping how products are made and moved.

Fewer hands, more machines—and a hard sprint to stay ahead.