Nike Closes Dozens of Small Stores Amid Wider Strategy Shift

Sportswear giant Nike has shuttered at least 24 of its small-format Nike Well Collective stores across a dozen states, a Fast Company review has found. The closures appear to be linked to a broader corporate restructuring and a shift in the company's direct-to-consumer strategy.

In April 2026, Nike announced plans to eliminate 1,400 jobs, primarily in technology roles, and consolidate its tech operations. The company also reportedly closed its boutique-style group fitness studios, Nike Studios, in March 2026.

During a summer earnings call, Nike CEO Elliott Hill stated the company was making changes to its direct-to-consumer strategy to elevate the customer experience. "We have elevated more than 150 stores with sport-led experiences. Over time, we will continue to rezone and elevate our fleet and close the doors that are no longer aligned to our strategy," Hill said.

The Nike Well Collective concept originated as Nike Live in 2018, focusing on community-centric stores tailored to local shoppers using app and membership data. In 2023, it was rebranded to emphasize wellness beyond just sneakers and gear, centering on five pillars: movement, mindfulness, nutrition, rest, and connection.

Nike's stock has faced challenges recently. A Nike spokesperson stated that the company regularly evaluates its fleet and makes adjustments to align with its growth strategy, declining to provide specifics on the store closures.