Nike is preparing to increase prices on a wide array of footwear, apparel, and equipment, with adjustments expected to take effect as soon as this week and be fully implemented by June 1. The price hikes come as the retail sector braces for the financial impact of tariffs imposed on imports from China and Vietnam. According to a person familiar with the matter, adult apparel and equipment will see price increases ranging from $2 to $10. Footwear priced between $100 and $150 will rise by $5, while sneakers costing over $150 will experience a $10 price boost.
The majority of Nike’s product lineup will be affected by these increases, although many items will remain at their current prices. Notably, prices on children’s products and items priced under $100 will not change. Nike aims to be sensitive to the economic challenges families face, particularly with back-to-school shopping approaching, and does not want parents to encounter higher costs when purchasing for their children. Additionally, the iconic Air Force 1 sneaker will remain priced at $115, as it is considered an accessible and comfortable option for everyday wear. Jordan brand apparel and accessories will also hold steady in price, although Jordan sneakers themselves will see increases.
Nike’s official statement noted that pricing adjustments are a regular part of their seasonal planning and business evaluation. The company did not explicitly link the price hikes to tariffs, but the footwear industry has been particularly affected by recent trade levies introduced by the U.S. government. Currently, roughly half of Nike’s footwear is produced in China and Vietnam, two countries targeted by the tariffs. Imports from China are now subject to a 30% tariff, while goods from Vietnam face a 10% duty, following a temporary reduction from 46% that expired in early April.
These tariffs are expected to squeeze Nike’s profit margins. To mitigate the financial impact, Nike is raising retail prices, especially as it works through a prolonged turnaround effort. Prior to the tariffs, Nike’s profitability was already under strain due to reliance on discounting to clear inventory, making the increased costs from tariffs even more challenging to absorb.
The price increases will apply to the manufacturer’s suggested retail price (MSRP) that customers see both in Nike’s own stores and on its website. Nike has informed wholesale partners about the upcoming price changes, but it remains unclear how quickly these will be reflected in pricing at other retailers such as Dick’s Sporting Goods and Foot Locker.
While price adjustments are a common practice in retail, this round of increases highlights the growing pressures on global supply chains and profit margins caused by ongoing trade disputes and tariff implementations. For Nike, balancing consumer expectations with the realities of increased production costs will be a critical part of maintaining its market position as it navigates these economic challenges.
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