Is Nike struggling? Weak sales, layoffs raise questions for 'Just Do It' brand

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  "detected_at": "2026-10-01T23:26:09+00:00",
  "company": {
    "name": "Nike",
    "domain": "nike.com"
  },
  "data": {
    "url": "https://www.vogue.com/article/nike-announces-layoffs-operating-changes-as-q1-sales-fall-further",
    "title": "Nike Announces Layoffs, Operating Changes as Q1 Sales Fall Further - Vogue",
    "excerpt": "Nike revenues fell 5% year-on-year on a constant currency basis for the first quarter of fiscal 2027 to $11.2 billion, the brand said on Thursday, missing analyst expectations of $11.35 billion. Shares fell 6% in after-hours trading, and Nike stock now sits at the lowest level it has since 2013. Nike was also delisted from the S&P 100 for the first time in 18 years on September 21. (Q1’s performance was, however, in line with Nike’s own expectations .) “For the first quarter, results were in line with our expectation. Last fiscal year, we grew the [Nike brand performance portfolio] business to $16 billion. We built on that foundation this quarter, growing Nike performance by another high-single digits,” president and CEO Elliott Hill told investors on Thursday’s call. “Despite that progress, our Nike performance business is not yet large enough to offset the pressure we're seeing in Nike sportswear, Jordan brand, and greater China. We’re taking deliberate actions to strengthen those businesses, but realizing the full benefit of those efforts will take time.” Hill also welcomed new CFO Dave Denton, who joined the company on August 17. “Dave brings deep financial expertise, strong operational leadership, and a proven track record of helping world-class companies grow,” he said. On the call, the pair introduced changes to Nike’s operating model under a program called Pace, which...",
    "summary": "Nike plans to reduce its number of roles as part of its 'Pace' program, with layoffs beginning in the 2027 calendar year.",
    "planning": true,
    "image_url": "https://assets.vogue.com/photos/6abec61ea235a59a8c4afdac/16:9/w_1280,c_limit/-social-link.jpg",
    "confidence": 0.9,
    "published_at": "2026-10-01T23:26:09Z",
    "article_sentence": "Lastly, through Pace, Nike will reduce the number of roles at the company."
  }
}

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