Nike is to make around 745 job cuts in its home state of Oregon as part of the US sportswear giant's broad restructuring announced over the summer.

In a letter to state officials, Nike vice president Marc Bohn said that as part of its restructuring plan – dubbed the Consumer Direct Offense – Nike undertook 225 workforce reductions in July and is now implementing an additional round of job cuts at its head office facility located in Beaverton, Oregon.

Before the layoffs, Nike employed 74,000 staff in 53 countries, including about 12,000 at its Oregon headquarters.

The company says it expects the workforce reductions to be permanent, but that the entire facility is not being closed.

"Over the past five years, employment at Nike in Oregon has grown significantly," Bohn wrote. "Between 2012 and 2017, Nike added approximately 3,800 employees in Oregon and significantly expanded our manufacturing presence in Washington County. And we continue to actively recruit for new jobs in the state of Oregon today. As our company and consumer evolve, the skills and experience needed in our employee base continues to evolve."

Though still a dominant presence in the sports apparel industry, Nike has struggled in recent quarters, losing market share amid a challenging retail environment and tough competition from rivals such as Adidas. The athletic shoe industry is also experiencing an evolution in innovation as brands turn to automated manufacturing, 3D printing and digital technology in order to better answer customer needs.

Earlier this summer Nike said it would eliminate 2% of its workforce worldwide, which represents around 1,400 jobs.

A spokesperson for Nike confirmed the cuts, adding: "We expect the organisational alignment to support the Consumer Direct Offense to result in an overall reduction of approximately 2% of the company's global workforce. We support our transitioning employees through thoughtful and robust severance practices that are consistent with our company values, our legal obligations, and the competitive marketplace."

Nike to cut 1,400 jobs in speed-to-market shake-up