Nike announced that it will lay off approximately 700 workers at its world headquarters by Jan. 8, 2021, according to a filing the company made on Nov. 2. The layoffs, which began several weeks ago, represent a 200 job-loss increase from the original forecast made in the summer, when the company previously announced plans to lay off 500 employees.
Nike did not provide additional information regarding the specific job titles being let go, but CEO John Donahoe previously described the layoffs as part of an overall strategy to streamline the company as it puts more emphasis on direct-to-consumer channels.
The new phase in Nike’s ecommerce push is called “Consumer Direct Acceleration.” “Consumer Direct Acceleration is the next digitally empowered phase of our strategy,” said Nike in an earlier statement. “We are building a flatter, nimbler company and transforming Nike faster to define the marketplace of the future. We are shifting resources and creating capacity to reinvest in our highest potential areas, and we anticipate our realignment will likely result in a net loss of jobs. Reductions are not being done for cost savings. Any savings will be reinvested into our priorities.”