Nike Announces $2 Billion Cost Cuts Amid Lower Sales Outlook



Key Takeaways

  • Nike targets $2 billion cost savings over three years, adjusting its sales forecast downward.
  • Shares decline post-announcement, highlighting concerns over global sales, especially in China and EMEA.

Nike’s Strategic Cost-Cutting Initiative

Nike, the global sportswear giant, revealed a significant cost-cutting strategy on Thursday, aiming to save $2 billion over the next three years. This announcement came alongside a revised sales outlook, causing its stock to tumble by approximately 10% in after-hours trading. The move reflects Nike’s proactive approach to navigate the challenging global retail environment.


The company revised its full-year reported revenue growth forecast to around 1%, a reduction from its previous mid-single-digit growth projection. This adjustment is attributed to multiple factors, including stronger U.S. dollar impacts, fluctuating consumer demand, and operational risks in key markets like Greater China and EMEA (Europe, Middle East, and Africa). Despite these challenges, Nike remains committed to strong gross margin execution and disciplined cost management.

Cost-Cutting Measures and Organizational Efficiency

Nike’s cost reduction plan focuses on simplifying product assortments, increasing automation, streamlining organizational structure, and leveraging technology. These efforts aim to enhance operational efficiency and reinvest savings into future growth and innovation. The plan will incur pretax restructuring charges between $400 million and $450 million, predominantly related to employee severance costs.

Inventory and Market Challenges

Nike’s inventory levels have improved significantly, with a 14% decrease to $8 billion during the quarter. This improvement in inventory management has positively impacted the company’s gross margins, which increased by 1.7 percentage points to 44.6%. However, the retail landscape continues to face challenges, including steep promotions and discounts, affecting consumer spending habits and pricing strategies.

Regional Performance and Outlook

Nike’s sales performance varied across regions. While North America, Asia-Pacific, and Latin America markets exceeded expectations, sales in China and EMEA regions fell short. The company’s financial performance in China, a key market, is particularly crucial as the region emerges from the COVID-19 pandemic with a mixed economic recovery.


As one of the last major retailers to report earnings before the holiday season, Nike’s mixed financial results and cautious outlook reflect the broader uncertainties in the global retail sector. CEO John Donahoe expressed optimism about Black Friday week sales and the company’s digital performance, highlighting Nike’s resilience and adaptability in a dynamic market environment.


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