Nike to hike prices as it faces tariffs uncertainty
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Nike to raise prices on select products starting June amid global trade and market pressures.
Nike has announced it will raise prices on a range of products starting 1 June, citing seasonal planning as the primary reason for the adjustment. The price hikes will apply to shoes, clothing, and equipment, though some popular and lower-priced items will remain unaffected.
While the sportswear giant has not officially linked the move to recent trade tensions, the announcement comes at a time of growing uncertainty over U.S. tariff policies, particularly those connected to former President Donald Trump’s protectionist agenda. Companies like Nike that rely on manufacturing in Asia are bracing for potential disruptions and cost increases.
The price changes will mostly affect footwear priced above $100 (£74.50), which will see an increase of up to $10. Clothing and equipment will also experience price hikes ranging from $2 to $10. However, Nike’s popular Air Force 1 sneakers, items priced below $100, children’s products, and apparel from its Jordan brand will be excluded from the new pricing scheme.
A Nike spokesperson described the price revisions as part of the company’s regular business strategy. “We regularly evaluate our business and make pricing adjustments as part of our seasonal planning,” they said.
Despite the company’s neutral public stance, many industry observers believe external pressures, including trade tariffs and a challenging retail environment, played a role in the decision. Global firms have had to navigate the impact of new U.S. trade rules, particularly the so-called “reciprocal tariffs” introduced in April, many of which have been temporarily suspended during ongoing negotiations.
Those tariffs, primarily targeting countries like China, Vietnam, and Indonesia, imposed import taxes as high as 54% on certain goods — affecting many Nike products manufactured in the region. The 90-day pause on these levies is set to expire in early July, leaving companies with little clarity on long-term planning.
Adidas, a key Nike rival, had already warned of potential price increases in the U.S. market due to these tariffs. Last month, the German company said that popular models such as the Gazelle and Samba would be affected.
The changing trade environment is not the only reason Nike is making strategic shifts. On Thursday, the company confirmed it will resume selling its products directly on Amazon in the U.S. — a notable reversal after ending its previous relationship with the e-commerce giant in 2019. At the time, Nike chose to focus on driving sales through its own website and physical stores.
Rejoining Amazon’s platform signals a broader shift in Nike’s retail strategy. With growing competition in the athletic wear space and a slowdown in consumer demand, especially in its largest market of North America, Nike is looking to widen its distribution channels to regain lost ground. The U.S. accounts for a significant portion of Nike’s global revenue, making developments in this market critical to the brand’s performance.
Recent sales reports have shown a decline in Nike’s ability to maintain premium pricing on its products, contributing to concerns among investors and analysts. Retailers such as JD Sports have also expressed concerns that higher prices, especially in key markets like the U.S., could weaken consumer demand.
As the global trade landscape continues to evolve and inflationary pressures persist, brands like Nike are having to rethink both their pricing and distribution models to stay competitive. For now, consumers can expect to pay a bit more for premium Nike products starting June, even as the company reassures the public that its iconic and family-focused lines will remain accessible.
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