耐克经不住Underarmour的竞争，开始大裁员

Nike (NKE) still rules the market, but German rival Adidas (ADS) is moving forward nipping at the sneaker king's heels, analyst Christopher Svezia of Wedbush told TheStreet on Thursday.

本周四，Wedbush（某私募股权投资公司）分析师克里斯特夫•斯伟亚奇（Christopher Svezia）告诉媒体The Street，尽管耐克（Nike , NKE）依然是运动鞋市场的佼佼者，德国品牌阿迪达斯（Adidas , ADS）却在不断迎头赶上。

"For over 18 months, Adidas has taken market share from Nike. And to a lesser degree, Puma has too," added Svezia. Under Armour (UA) also took market share from Nike some two years ago when the Golden State Warriors won the NBA championship and Under Armour introduced a Steph Curry sneaker, honoring Golden State's premier shooter.

斯伟亚奇说：“18个月以来，耐克的市场份额持续流向阿迪达斯。连彪马（Puma）都抢占着耐克的市场份额。”两年前，金州勇士队（Golden State Warriors）获得NBA冠军，安德玛（Under Armour , UA）借机推出以球队首发球员斯蒂芬•库里代言的运动鞋，并因此拿下部分耐克市场份额。

Nike announced Thursday its Triple Double Initiative, which aims to push sales to online platforms. Nike's Triple Double Initiative plans to double innovation, speed and direct connections with consumers, the company contends.

本周四，耐克公布了“三双计划（Triple Double Initiative）”，意图通过线上平台带动销量。耐克方面称，该计划将促进创新、提升速度、加强和消费者的直接联系。

One result of that new plan is a 2% cut of its global workforce of some 70,700 employees.

三双计划带来的结果之一却是裁员，耐克将从70,700名员工中裁掉其中的2%。

According to Wedbush's note, sales growth in this year's fourth quarter could be the highest in China, at 10%.

Wedbush表示，今年耐克在中国第四季度的销量可能达到各地区最高，为10%。

It's also part of the company's plan to deliver products more quickly to customers by creating a "local business on a global scale."

耐克还计划通过打造“本地化全球商业模式”，缩短产品送达时间。

"The future of sport will be decided by the company that obsesses the needs of the evolving consumer," said Mark Parker, Nike chairman, president and CEO in a press release. "Through the Consumer Direct Offense, we're getting even more aggressive in the digital marketplace, targeting key markets and delivering product faster than ever."

耐克负责人兼首席执行官马克•帕克（Mark Parker）在资讯发布会上担任主持时说：“运动市场的未来将掌握在这样的公司手里，这家公司能满足不断变化的消费者需求。我们将通过直达消费者（Consumer Direct Offense）计划，更加强势的迎接数字化市场，瞄准主战场，以前所未有的速度送达产品。”

Nike shares were down 3.2% to $52.89 at Thursday's close.

本周四股市收盘时，耐克的股价已经下跌至52.89美元，下跌比率为3.2%。