Nike Cuts 1,400 Tech Jobs to Focus on Automation

In a major effort to streamline operations, Nike announced it will lay off 1,400 employees, primarily within its technology division.

This decision, shared by COO Venkatesh Alagirisamy in April 2026, is part of a strategic "Win Now" initiative.

Knight Campus in Oregon and the Nike India Technology Center.

This move follows a previous round of cuts in January focused on automating distribution centers.

Nike is currently facing significant market pressure, including declining sales in China and stiff competition from emerging brands like Hoka and On.

CEO Elliott Hill, who took leadership in 2024, is under pressure to revitalize the brand by focusing on core sports and faster innovation.

While these layoffs represent less than 2% of Nike's total global workforce, they underscore a challenging transition period.

Analysts remain divided on whether these restructuring efforts will successfully restore Nike’s growth trajectory or if the company faces deeper, long-term hurdles in a rapidly changing retail landscape.