Nike to Raise Prices on Select Products Amid Tariff Pressures

Nike Inc. will increase prices on a wide selection of its adult merchandise starting this week, according to a person familiar with the matter, as the company adjusts to mounting cost pressures in a global retail landscape shaken by new tariffs.

The price hikes will apply to apparel, footwear, and equipment for adults. According to internal estimates, apparel and gear will see price increases ranging from $2 to $10. Footwear priced between $100 and $150 will go up by $5, while sneakers that cost more than $150 will increase by $10. The changes will be rolled out gradually but are expected to be fully in effect by June 1.

Notably, Nike’s popular Air Force 1 sneaker will remain at its current price of $115, and prices for children’s products and items under $100 will stay unchanged. A source close to the matter emphasized that the company is taking into account the financial strain on families, especially with the back-to-school shopping season approaching. Jordan brand apparel and accessories will also be excluded from the hikes, though Jordan sneakers will be impacted.

Nike issued a general statement explaining that it “regularly evaluates our business and makes pricing adjustments as part of our seasonal planning.” The company did not link the decision directly to the tariffs, but industry analysts say the timing is difficult to ignore.

The price adjustments come as the footwear and apparel industry contends with a fresh wave of import tariffs introduced by the U.S. government. President Donald Trump’s administration recently implemented new duties on dozens of countries, including key Nike manufacturing hubs like China and Vietnam. Chinese-made goods are now subject to a 30% tariff, while Vietnam faces a 10% levy. In April, the administration temporarily reduced Vietnam’s tariff rate from 46% to 10% for a 90-day period.

Nike manufactures nearly half of its footwear in China and Vietnam, and the impact of tariffs on its cost structure is expected to be significant. While the company has not publicly acknowledged the link between the price increases and tariffs, the move aligns with broader industry efforts to manage tightening margins. Nike has already faced profitability challenges this year, driven in part by the need to discount heavily to move inventory.

The adjusted pricing reflects Nike’s Manufacturer’s Suggested Retail Price (MSRP) and will appear in company-owned retail outlets and on Nike’s official website. The company has also notified wholesale partners of the changes, although how the new prices will be reflected at retailers like Dick’s Sporting Goods and Foot Locker remains to be seen.

The timing of the move is sensitive, as inflation concerns and global economic uncertainty continue to shape consumer behavior. While Nike maintains its price strategy is part of routine seasonal planning, the broader context suggests a careful balancing act between maintaining profit margins and protecting consumer loyalty.