Consumer Direct Acceleration (CDA) is a new digital-focused strategy and Nike has utilized this strategy to create a series of leadership changes hoping to create “greater focus and agility” within the nimble, flatter organization.

The operation changes in progress are made with CDA and predicted to lead to job losses across the company. This includes a one-time employee termination cost of approximately $200 million to $250 million.

Many New leaders have been appointed in various geographic segments such as Europe, Middle East and Africa (EMEA) and the Asia Pacific and Latin America (APLA). Succeeding Bert Hoyt, Carl Grebert will be the new VP/GM. Bert Hoyt is to retire after serving the company for over 22 years. In APLA Sarah Mensah is to take Grebert's place to become VP/GM. On the other hand, Ann Herbert and Angela Dong will remain the VP/GMs for North America and Greater China respectively.

Craig A. Williams, president of Jordan Brand, and G. Scott Uzzell, president and CEO of Converse are joining Nike’s team of executive leadership.

The company has stated that it is shifting to a new and simpler consumer construct comprising men's, women’s and kids products that will be more customized for sports performance and sports lifestyle. In the light of this transition Amy Montagne is to be the VP/GM of men’s; Whitney Malkiel is to be the VP/GM for women, and McCallester Dowers is to be the VP/GM for kids.

John Donahoe, president and CEO of Nike, announced that the changes are going to be imposed shortly to transform Nike faster, accelerate growth opportunities and extend their leadership position. He believes that it is the right time to build on the company's strengths and elevate a group of experienced, talented leaders who can help drive the next phase of Nike’s growth.