Stories
Nike Cuts Jobs, Establishes India Campus Amid 26% China Sales Slump
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Storyboard•02-10-2026, 09:45
Nike Cuts Jobs, Establishes India Campus Amid 26% China Sales Slump
- •Nike is undertaking another round of job cuts and restructuring its global operations, shifting from four geographic divisions to three: Americas, Asia Pacific and Greater China, and EMEA.
- •The company plans to establish a new campus in India, citing access to talent and stronger capabilities, while employees are expected to be notified about job cuts in 2027.
- •The restructuring aims to generate approximately $2.5 billion in savings through fiscal 2031, primarily in fiscal 2029 and 2030.
- •Nike's sales in Greater China fell 26% on a constant-currency basis in the first quarter, marking the ninth consecutive quarter of decline, contributing to overall revenue missing analyst expectations.
- •The company will also take back online sales rights from major retail partners in China from January, a move expected to impact near-term revenue and profitability.
Key Questions Answered
Nike is executing a corporate restructuring plan led by CEO Elliott Hill to address a prolonged sales slump, particularly a significant drop in China, and to reduce operating costs and simplify business operations.
Nike plans to take back online sales rights from major retail partners in China starting in January, directing customers to official branded digital storefronts on platforms like Tmall, JD.com, and Douyin to counter falling sales and marketplace fragmentation.
Nike is shifting its global structure from four geographic divisions down to three: Americas, Asia Pacific and Greater China, and Europe, Middle East and Africa (EMEA), alongside plans to establish a new campus in India.
