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Nike-owned Converse is reducing corporate roles as part of a broader restructuring strategy aimed at aligning the iconic footwear brand with its parent company’s evolving operating model. The move comes as Nike accelerates efforts to regain market share and drive sales growth in a highly competitive global sportswear market.
According to a source familiar with the situation, some corporate positions at Converse are being eliminated, while many others will see changes in scope and reporting structure. Nearly all employees in corporate roles are expected to experience some level of adjustment as the company reshapes its internal framework. Earlier this week, staff were instructed to work remotely while leadership implements strategic changes, including team realignments and the creation of new roles.
The restructuring reflects Nike’s broader turnaround plan under CEO Elliott Hill. The sportswear giant has been focused on improving profitability, increasing operational efficiency, and strengthening its competitive edge against rivals. In January, Nike laid off 775 employees in distribution roles as part of an initiative to boost automation and streamline logistics operations. These workforce reductions followed earlier job cuts announced during previous cost-saving efforts.
Converse had already reduced headcount in May 2024 under Nike’s expense management strategy. The latest changes further integrate Converse into Nike’s performance-driven structure. As part of the new operating model, Converse will establish cross-functional squads dedicated to specific categories such as sportswear, basketball, energy, and apparel. This squad-based approach mirrors Nike’s own strategy of organizing teams around key sports and product segments to improve innovation, speed to market, and consumer engagement.
By aligning more closely with Nike’s corporate strategy, Converse aims to enhance brand performance, improve operational agility, and support long-term growth in the global footwear and apparel industry.
