Converse, the footwear brand owned by Nike, is undertaking a corporate restructuring that will result in job cuts and widespread role changes. The move is part of an effort to align the brand more closely with its parent company’s operating model as it works to revive sales momentum.
According to sources familiar with the matter, several corporate positions are being eliminated, while many others will undergo changes in responsibilities and reporting lines. The restructuring is expected to affect nearly all employees in corporate functions to some degree, signalling a significant organisational reset rather than a limited workforce adjustment.
Earlier in the week, employees were reportedly asked to work remotely while leadership implemented strategic changes. The shift is understood to include the creation of new roles and internal team realignments designed to support future growth initiatives.
The development follows recent workforce reductions at Nike itself. In January, the sportswear giant cut hundreds of distribution roles as part of a larger plan to improve profitability and increase automation across operations. These actions build on earlier cost-control measures introduced during the company’s turnaround strategy.
Under CEO Elliott Hill, Nike has been attempting to regain competitive ground after ceding market share to rivals. Converse had previously trimmed its workforce in mid-2024 as part of the parent company’s efficiency drive, and the latest restructuring suggests continued focus on operational agility.
As part of the reorganisation, Converse is expected to adopt cross-functional “squads” structured around key categories such as sportswear, basketball, apparel and energy. The model mirrors Nike’s broader strategy and is aimed at fostering faster decision-making, stronger collaboration, and sharper product focus.
The changes highlight how global sportswear companies are reshaping internal structures to stay competitive in a rapidly- evolving retail landscape.
