Nike to Cut Jobs in Its Push to Sell More Directly to Consumers
Shoppers read a closed sign on a Nike Inc. store at NorthPark Center mall in Dallas, Texas, on May 1.
Photographer: Cooper Neill/BloombergThis article is for subscribers only.
Nike Inc. is cutting jobs as the world’s largest athletic brand refocuses on selling directly to consumers, pushing further away from a traditional retail channel that’s been ravaged by the pandemic.
Chief Executive Officer John Donahoe, a longtime Silicon Valley executive who took the helm at Nike in January, announced a new phase in its e-commerce push Thursday called the Consumer Direct Acceleration. He also sent employees a memo, first reported by the Complex website, saying that the changes would probably result in layoffs.