Nike's Automation Gamble in Mexico

This case was first used at Universidad Panamericana (Mexico City) for the DOP.535 (Project Planning and Management) course.

Nike explores a bold shift from Asian manufacturing to a partially automated factory in Mexico to improve speed, flexibility, and proximity to North American customers. Early promise is undermined by technical challenges, rising labor demands, and misaligned operations, leaving leadership confronting significant strategic, operational, and investment uncertainties amid market pressures.

Do you want to know more?

• Jon Emont. (April 21, 2025) “Why It’s So Difficult for Robots to Make Your Nike Sneakers”. The Wall Street Journal.
• Tabassum, J., Reid, H. (June 26, 2025) "Nike plans to reduce reliance on China production for US market to soften tariff blow". Reuters.
• Bissell-Linsk, J. (November 30, 2017) "Nike a paso de robots". Milenio.