Nike faces store strike in Türkiye amid e-commerce suspension

Nike is facing labor strikes in Türkiye, where it operates its largest number of stores in Europe, compounding difficulties for the sportswear company, which has already suspended online sales in the country.

Unionized retail employees at nine Nike-owned stores in Türkiye are set to go on strike Friday after failing to reach an agreement on a new collective bargaining contract.

The strike coincides with an ongoing e-commerce halt that began more than six months ago, partially due to increased customs duties on international purchases.

Türkiye is a critical part of Nike’s Europe, Middle East, and Africa (EMEA) division, an operating region where the company has reported declining sales in recent quarters.

Nike operates 60 stores in Türkiye, slightly more than in France and about 10 more than in the U.K.

Workers demand job security and better benefits

The nine company-owned stores set to strike employ approximately 250 workers, while other Nike franchises in Türkiye are not covered by the collective agreement.

According to Metin Guney, general secretary of the local union Koop-Is, workers are concerned about Nike’s future in Türkiye, particularly following the closure of two stores and the continued pause on online sales.

“Workers’ top priority is job security,” Guney said. He added that employees are also seeking improved compensation in case of layoffs or further store closures. Other key issues in negotiations include bonuses, seniority benefits, meal allowances, and the structure of disciplinary committees.

Representatives from UNI Global Union, an international labor federation that includes Koop-Is, have sent a letter to Nike’s headquarters after discussions with the company’s Turkish subsidiary failed to yield a new deal.

In a statement to Bloomberg, Nike confirmed that it has engaged with the union but acknowledged that no collective bargaining agreement had been reached. The company stated that it “remains available and committed to working towards an agreement with the Union’s representatives.”

Nike’s e-commerce halt in Türkiye continues

Beyond labor disputes, Nike is also dealing with the ongoing suspension of its online sales in Türkiye.

The company paused e-commerce operations last year after the Turkish government imposed customs duties on international online purchases valued at €30 ($32) or more—down from a previous threshold of €150 ($163).

The change, part of President Recep Tayyip Erdogan’s efforts to regulate imports and support local industry, has coincided with rising inflation and a depreciating Turkish lira, making daily costs more burdensome for consumers.

More than seven months after the policy shift, Nike’s Turkish website still displays a message stating that orders are suspended “for the time being” due to the company’s inability to guarantee that “orders will arrive smoothly and on time.”

“Unfortunately, due to recent changes in Turkish customs regulations, it’s currently unable to shop on Nike.com and Nike App,” Nike’s website message says.

Nike, which does not have warehouses in Türkiye, previously fulfilled individual orders from its distribution centers in Europe. The company’s manufacturing directory lists Türkiye as a production site for apparel and equipment, but not for footwear.

Limited options for Turkish consumers

While Nike’s direct online sales remain suspended, some Turkish retailers have licenses to sell Nike products online.

However, according to Berke Icten, chairman of the Footwear Industrialists Association of Türkiye, rival brands continue to manufacture and sell shoes locally, creating increased competition in the market.

Nike’s recent struggles in Türkiye come at a time when the company is undergoing a broader restructuring effort. New Chief Executive Officer Elliott Hill has prioritized reconnecting with Nike’s core sports business and repairing relationships with retail partners after a year of layoffs and leadership shifts.