Nike
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Nike Streamlines European Operations Amid Global Cost-Cutting Drive

Nike is streamlining its European operations with a multiyear cost-cutting drive, which includes layoffs of approximately 2 percent of its workforce. This initiative affects staff at its European hub in Hilversum, The Netherlands.

The reductions at the Hilversum campus, known internally as EHQ and home to over 2,000 employees, are part of Nike’s broader plan to slash $2 billion in costs globally, according to Bloomberg. The company had previously announced layoffs affecting around 750 employees at its global headquarters in Beaverton, Oregon, and some staff at its Converse subsidiary in Boston. However, the dismissals in Europe were delayed due to differences in local labor laws, Bloomberg reported.

In an internal memo distributed to workers in February, Nike’s Chief Executive Officer, John Donahoe, had signaled that planned cuts in Europe, the Middle East, and Africa would follow a different timeline than those in the company’s home market of North America. In North America, the staff reductions occurred in two phases earlier this year, starting in February. A statement at the time said: “The actions that we’re taking put us in the position to right-size our organization to get after our biggest growth opportunities as interest in sport, health, and wellness have never been stronger.”

The streamlining of Nike’s European operations is part of the company’s broader strategy to optimize its global workforce and align resources with its most significant growth opportunities. This move reflects the intensifying competition and evolving consumer preferences in the sportswear industry.

Nike’s efforts to cut costs and streamline operations come amid a challenging economic environment for many global companies. The sportswear giant aims to position itself better to capitalize on growing interest in sport, health, and wellness. This strategic shift is intended to ensure that Nike remains competitive and agile in an industry characterized by rapid change and fierce competition.

Nike’s decision to delay layoffs in Europe underscores the complexities of managing a global workforce, especially when navigating varying labor laws and regulations. The company’s approach in different regions reflects its need to balance global strategies with local compliance and workforce considerations.

Nike is set to release its fourth-quarter fiscal 2024 financial results on Thursday, June 27. Investors and industry analysts will be closely watching these results for insights into how the cost-cutting measures and strategic adjustments are impacting the company’s financial health and market position.

The layoffs and cost-cutting initiatives are part of Nike’s ongoing efforts to streamline operations and focus on core growth areas, ensuring long-term sustainability and success in a competitive market.

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