“Win Now”升级战，耐克裁员外包双管齐下
配图：报道截图
继去年先后裁撤总部740个岗位之后，耐克再度向内部“全球技术(Global Tech)”部门开刀。
After cutting 740 positions at its headquarters last year, Nike hash again turned its cost-cutting blade toward its internal Global Tech division.
耐克再裁员外包成为“瘦身”利器
近日，鞋业巨头耐克正在裁减其技术部门的员工。
In recent days, the footwear giant has been laying off staff in its technology division.
据媒体报道，该公司已确认裁员，但尚未披露受影响的员工人数。
According to Reuters, the company has confirmed the layoffs but has not disclosed how many employees are affected.
5月中旬下发的通知显示，部分战略职能、工程及平台团队的工作将转移给第三方供应商，以提高敏捷度并节省成本。
A notice issued in mid-May states that some strategic functions, engineering roles, and platform teams will be shifted to third-party vendors to boost agility and cut costs.
两轮裁员累计已削减全球员工逾2%，同时也标志着20亿美元三年节流计划进入深水区：
Together, the two rounds of layoffs have trimmed more than 2 % of Nike’s global workforce and signal that its US $2 billion, three-year cost-saving plan has entered deeper waters:
通过压缩层级、外包非核心 IT 运维和遗留系统，耐克把资源集中在 Nike App、SNKRS 等直接面向消费者的数字体验上。
By flattening its hierarchy and outsourcing non-core IT operations and legacy systems, Nike is channeling resources toward consumer-facing digital experiences such as the Nike App and SNKRS.
节流与增长博弈：希尔“Win Now”战略的压力测试
自2024年10月接任以来，CEO 艾略特·希尔以“Win Now”为旗帜，加速高管换血、收紧产品线，并把欧洲、、北美列为三大优先市场。
Since taking the helm in October 2024, CEO Elliott Hill has flown the “Win Now” banner, reshuffled top management, tightened the product lineup, and designated Europe, China, and North America as his three priority markets.
但营收下滑与库存压力仍在发酵：市场预测2025财年第四季收入或同比下跌逾一成，毛利率继续承压。股价过去一年累跌30%，投资者关注奥运年销量能否托底，以及2026财年毛利修复速度。
Yet revenue declines and inventory pressure are still brewing: analysts project that fourth-quarter revenue for fiscal 2025 could fall by more than 10 % year on year, with gross margin also under strain. The share price has dropped 30 % in the past year, and investors are watching whether Olympic-year sales can provide a floor and how quickly gross margin may recover in fiscal 2026.
技术外包在短期内有助减轻固定成本，却也被质疑削弱工程文化、加速人才流失。能否在成本控制与创新投入之间找到平衡，将决定耐克能否重回稳健增长轨道。
Outsourcing technology functions may lighten fixed costs in the short term, but critics say it could erode Nike’s engineering culture and hasten talent loss. Striking a balance between cost control and investment in innovation will determine whether the company can return to a steady growth path.
对供应链与竞争格局的启示：耐克的“瘦身”与技术外包或为同行提供模板：在高库存与消费者需求波动并存的时代，把资源向设计、材料创新和品牌营销倾斜，成为全球运动品牌共享的防御策略。
Implications for the supply chain and competitive landscape: Nike’s slimming-down and tech outsourcing may become a template for peers. In an era of high inventories and fluctuating consumer demand, redirecting resources toward design, materials innovation, and brand marketing has emerged as a common defensive strategy for global sportswear brands.
