As hinted at by Nike CEO Elliott Hill during the brand's Q4 earnings report in June, the sportswear giant laid off less than one percent of its corporate workforce on Thursday. News of the move was reported by Business of Fashion.
According to an internal memo from Hill that was sent to Nike employees yesterday and was acquired by BoF, this is part of the brand's "sport offense" strategy that shifts the focus to product innovation and marketing around its sports categories.
The memo breaks down Hill's new restructuring approach, where the corporate teams within the Nike, Jordan, and Converse brands will no longer be structured in categories like "men's, women's, and kids'." Instead, teams will now be organized into "sports-obsessed teams" aiming to create "the most innovative and coveted product, footwear, apparel, and accessories for the specific athletes they serve."
"The moves we’re making are about setting ourselves up to win and create the next great chapter for Nike,” the brand said in a statement and obtained by BoF. “This new formation is built to put sport and sport culture back at the center, to connect more deeply with the athlete and the consumer, and to give us the space to create what only Nike can."
This move marks the first structural reorganization by Hill as part of his ongoing “Win Now” strategy since he became the brand’s CEO in October 2024.
