Nike plans to eliminate 775 positions at its distribution centres in Tennessee and Mississippi, US, as it looks to improve profitability and expand automation, according to a report on Reuters.
The cuts will largely affect warehouse-based jobs at the sportswear group’s facilities in the two states.
The move comes after a series of workforce reductions in recent years as Nike attempts to rebuild market share ceded to competitors.
In August, the company trimmed just under 1% of its corporate staff as part of a turnaround overseen by CEO officer Elliott Hill, who took the helm in 2024.
In February 2024, Nike said it would cut 2% of roles, amounting to more than 1,600 positions.
In a statement to Reuters, Nike said it was “taking steps to strengthen and streamline our operations so we can move faster, (and) operate with greater discipline”, noting that the changes would chiefly affect its US distribution network.
The company added that the measures were intended to “reduce complexity, improve flexibility, and support our path back to long-term, profitable growth”.
Under Hill’s leadership, the group has increased investment in its footwear ranges and shifted its focus back to core sports such as running and football.
Nike reported a second straight quarterly decline in gross margins in December, pointing to softer demand in China and efforts to rebalance its product line-up, and has also disclosed a recent data breach in which hackers released corporate information.
The latest cuts form part of a wider restructuring programme aimed at restoring the company’s profitability.
In December 2025, Nike reshaped its senior leadership structure as part of its broad ‘Win Now’ turnaround strategy.
The company introduced a new role of chief operating officer (COO) and elevated the leaders of its four geographic regions to the senior leadership team.
At the same time, Nike eliminated the positions of chief technology officer (CTO) and chief commercial officer (CCO), and brought its global and direct-to-consumer sales operations under the responsibility of its chief financial officer (CFO).
