After a tumultuous year marked by disappointing sales and price roll backs, Nike today (June 15, 2017) has announced plans for internal changes that include changes in leadership, as well as staff layoffs.
One of its big changes is making adjustments to place a bigger focus on online sales through a new directive, called Consumer Direct Offense. “The future of sport will be decided by the company that obsesses the needs of the evolving consumer,” said Mark Parker, Nike president, and CEO. “Through the Consumer Direct Offense, we’re getting even more aggressive in the digital marketplace, targeting key markets and delivering product faster than ever.”
In the new alignment, Nike will focus on driving growth through 12 key cities: New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul, and Milan. Nike estimates, these 12 cities will account for over 80 percent of Nike’s projected growth through 2020.
The Portland-based brand also said it is prioritizing product innovation, speeding up lead times and connecting directly with consumers.
The changes in leadership and priorities for Nike are predicted to result in a two percent reduction in global staff, which would equal a total of 1,200 workers, according to Portland Business Journal.
For more info on staff changes visit news.nike.com.
