Look, it's simple. Thousands of jobs will disappear starting in January, and all we get is more corporate word salad from a deeply unserious leadership team.
Remember Craig's departure in December, followed months later by the hiring of a new CCO? Where's the accountability, consistency, or coherent strategy?
Nike's problem is Nike - what it has become under years of stale thinking, internal politics, bureaucracy, and culture wars. A brand once defined by innovation, athletes, and performance now seems consumed by executive self-preservation.
The grand solution? New "Operating Model" - rearrange geos, shift capabilities to India under Venky, eliminate jobs, and call it transformation. Is Nike rebuilding its business or hollowing out the institution that made it great? It is not an American brand. It is mostly AI (All Indian).
Meanwhile, the same executive class remains at the wheel, protecting its power and compensation while the ship sinks.
This isn't a turnaround. It's institutional decline disguised as strategy, led by people who refuse to acknowledge their own failures:
- Accelerate supply chain modernization efforts
- Organize into three geographies
- Establish a new campus in India
- Change our work and workforce
The three geographies:
Americas, bringing together North America and Latin America
APGC, bringing together Asia Pacific and Greater China
EMEA, which will continue operating where it does today
As part of this change, the APGC leadership team will be based in Singapore, and some roles currently supporting the region from Beaverton will move closer to the athletes and markets they serve. We expect teams to move into this new formation in Fiscal Year 2028.
Bengaluru: A New Nike Campus for Future Capabilities
We are establishing a new Nike campus in Bengaluru, India. India is already an important growth market and manufacturing hub for Nike, with strong capabilities and access to talent. The Bengaluru campus is a long-term investment in new capabilities and talent to strengthen how we serve athletes around the world, including in India. Full-time Nike teammates on this campus will support work across Nike, Jordan Brand and Converse.
Teammates already in India will move in phases, and the campus will grow over the next several years.
Evolving Our Work and Workforce
As we change how and where we work, Nike will require fewer roles over time.
These decisions are about redirecting investment toward the areas most critical to winning: product innovation, brand storytelling, consumer connection, sport and growth.
Again, decisions about impacted roles related to this work will begin in calendar year 2027 and beyond. Teammates affected by these changes will hear directly from their leaders, with clear timelines and support as decisions are made. Where local consultation is required, we won’t finalize proposals until that process is complete.