Nike has confirmed it will raise prices on a range of footwear, clothing, and equipment beginning June 1.
The company says the changes are part of its routine “seasonal planning,” and it has not directly linked the move to current US trade policy or tariff developments.
The price hikes will primarily affect Nike shoes priced over $100, which are set to increase by up to $10. Products in the $100–$150 range may see $5 increases, while clothing and equipment will rise by $2 to $10. However, several product lines will remain unaffected, including the popular Air Force 1 sneakers, items under $100, and children’s products. Jordan-branded apparel and accessories are also excluded.
While Nike has not explicitly tied the price increases to tariffs, the announcement comes amid rising concern in the industry over trade uncertainty. US tariffs—particularly those targeting imports from Asia—have complicated global supply chains. Nike, like many major apparel companies, sources a significant portion of its footwear from countries such as Vietnam and China. Goods from these regions have been subject to US tariffs ranging from 10% to over 40% in recent years.
Last month, rival Adidas warned that tariffs would likely push prices up for its products in the US, including well-known models like the Gazelle and Samba. Similarly, UK-based retailer JD Sports noted this week that higher US prices driven by tariffs could dampen consumer demand.
The uncertainty is compounded by a 90-day pause in the implementation of a new wave of US tariffs, which is set to expire in early July. These pending levies, introduced under the Trump administration’s trade policy, have left manufacturers and retailers bracing for potential cost increases.
Despite current headwinds, Nike is making strategic adjustments. In a move to expand its digital footprint, the company also announced it will resume direct sales through Amazon’s US marketplace for the first time since 2019. Nike had previously withdrawn from the platform amid concerns about counterfeit goods and a shift toward its own e-commerce operations.
“We are investing in our marketplace to ensure we’re offering the right products, best services, and tailored experiences to consumers wherever and however they choose to shop,” the company said in a statement.
Nike’s return to Amazon will broaden its product availability online and comes as the company seeks to reinvigorate sales under the leadership of CEO Elliot Hill, who rejoined Nike last October. The sportswear giant is also working with select retail partners and launching AI-driven features on its website to enhance customer experience.
Nike’s share price fell 4.12% on Wednesday following the announcement, contributing to a year-to-date drop of over 20%.
BBC, Market Watch, and the Wall Street Journal contributed to this report.
