Nike Is Hiking Prices and Making a Comeback on Amazon

On June 1, Nike is increasing prices on several products. Footwear currently costing $150 or more will rise by $10 or less. However, the $155 price tag for the brand’s Air Force 1 sneakers will remain the same. Prices for shoes less than $100 will also remain unchanged.

Other items priced between $100 and $150 will rise by $5. Customers will pay between $2 and $10 more for adult apparel and equipment.

“We regularly evaluate our business and make pricing adjustments as part of our seasonal planning,” explained Nike, per Reuters.

The brand has committed to keeping children’s products level — a boon for parents as the back-to-school shopping season approaches.

While there is no confirmed reason for the price hikes other than a reevaluation of its business strategy, Nike is likely feeling the brunt of tariffs. About 50% of the footwear the company sells is made in China and Vietnam, according to NBC News. With substantial customs fees related to imported products from Asia, it’s possible the footwear maker needs to pass some of these costs onto consumers.

Nike Is Running Back to Amazon

After a six-year absence, Nike will sell directly on Amazon again. In 2019, the footwear giant shifted focus away from the top online retailer and toward selling products through its website and in stores.

After Nike left Amazon, consumers could still buy the company’s shoes and merchandise through third-party sellers on the platform. Reportedly, Amazon is giving some independent merchants until July 19 to cease selling Nike products as the online retailer forges a new relationship with the footwear company.

“We’re providing an extended period of time for the small number of sellers affected to sell through their inventory of overlapping items,” said an Amazon spokesperson.

Under the leadership of CEO Elliott Hill, Nike is looking to reverse the sales downward spiral of recent years and find new paths to growth. According to the company, it wants a prominent position in front of the consumer no matter where they prefer to shop, which includes showing up on Amazon again.

Other retail partnerships are in the works as well. Printemps, a French department store with a brand-new location in New York, plans to sell Nike products. Urban Outfitters and the footwear company are also launching “On Rotation,” which promises a “new retail experience” geared toward attracting Gen Z consumers.