Nike has announced it plans to eliminate nearly 800 positions as part of a corporate restructuring aimed at prioritizing automation and digital processes. The move, centered around the company’s Beaverton headquarters, represents one of the largest job reductions at the Oregon-based sports apparel giant in recent years.

The layoffs are expected to affect employees across multiple departments, as Nike transitions toward more technology-driven operations. The company says the decision is part of a broader effort to increase efficiency, reduce costs, and stay competitive in an evolving global retail market increasingly shaped by online commerce and artificial intelligence.

For Oregon’s economy — and neighboring areas like Cowlitz County, where many residents commute or do business with Portland-area firms — the announcement signals continuing transformation in the regional job landscape. Automation has been quietly narrowing opportunities in manufacturing, logistics, and retail for years, and Nike’s latest shift puts a high-profile corporate face on that reality.

State labor data shows that Oregon’s unemployment rate remains relatively stable, but displaced workers from large employers often face steep retraining challenges. As Nike streamlines its human capital toward digital innovation, it joins a growing list of Pacific Northwest companies turning to AI and robotics to cut costs amid uncertain global demand.

In southwest Washington, local economic planners are watching such moves closely. Job attrition from Portland’s major employers can ripple north, affecting consumer spending, commuting patterns, and regional housing demand. The layoffs highlight an urgent regional conversation about vocational training and workforce resilience — particularly as traditional career ladders in design, marketing, and support roles face disruption from automation.

While Nike has pledged to support affected employees through severance and career transition resources, the shift underscores a broader economic trajectory that favors technology investments over human labor. For communities along the Columbia, this evolving labor dynamic will continue to shape how residents balance prosperity, innovation, and economic independence in an increasingly automated future.

Source: KOIN: “Nike to cut nearly 800 jobs as brand shifts focus to automation”