November 5, 2025 · The Wall Street Journal
Nike Cuts 2,200 as New CEO Overhauls Go-to-Market Strategy
Nike laid off 2,200 employees as new CEO Elliott Hill restructured the sportswear giant's go-to-market approach, reversing predecessor John Donahoe's digital-first strategy. The cuts hit Nike Direct, marketing, and global operations teams as the company renewed emphasis on wholesale partnerships and brand storytelling. Nike's revenue had declined for three consecutive quarters before the reorganization.
2,200 affectedView Nike history →