Nike revealed Wednesday it will increase prices on a range of adult apparel and equipment starting next week, as it also gears up for a return to Amazon’s U.S. platform for direct sales, ending a six-year absence.
The company cites ongoing reviews of its seasonal strategies as it implements hikes between $2 and $10 on products for adults, while items in the $100 to $150 range will see a $5 uptick.
Higher-end footwear over $150 is set for up to $10 increases, but some models like the Air Force 1, at $155, are excluded from the hikes. Products under $100, as well as children’s items, will maintain current pricing—a decision timed to coincide with the critical back-to-school season.
Nike’s move comes as U.S. retailers adjust to ongoing supply chain pressures and shifting consumer demand, particularly as a significant share of the company’s shoes are manufactured in China and Vietnam. Rivals like Puma have similarly signaled price adjustments blamed in part on tariffs and supply disruptions.
In a strategic shift, Nike announced it will once again offer products directly on Amazon, marking a reversal of its 2019 decision to cut ties with the e-commerce platform as it prioritized its own direct channels.
The comeback is part of CEO Elliott Hill’s broader turnaround efforts aimed at reclaiming ground from emerging sportswear brands and reaching a wider consumer base.
Currently, Nike goods on Amazon are sold through third-party merchants, but Amazon has begun notifying some of these sellers that they will be phased out starting July 19, according to internal communications reviewed by media outlets.
Nike remains the market leader in North America by regional revenue, a position it seeks to strengthen by expanding digital and brick-and-mortar partnerships, including with physical retailers like Printemps.
