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Nike Inc. is cutting jobs as the world’s largest athletic brand refocuses on selling directly to consumers, pushing further away from a traditional retail channel that’s been ravaged by the pandemic.

Chief Executive Officer John Donahoe, a longtime Silicon Valley executive who took the helm at Nike in January, announced a new phase in its e-commerce push Thursday called the Consumer Direct Acceleration. He also sent employees a memo, first reported by the Complex website, saying that the changes would probably result in layoffs.

Nike confirmed that job cuts were coming in a statement Friday.

“Consumer Direct Acceleration is the next digitally empowered phase of our strategy,” the company said. “We are building a flatter, nimbler company and transforming Nike faster to define the marketplace of the future. We are shifting resources and creating capacity to reinvest in our highest potential areas, and we anticipate our realignment will likely result in a net loss of jobs.”

This content was originally published here.

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