Nike Inc. is preparing to raise prices on select products starting next week and will resume direct sales on Amazon for the first time in six years, the company announced Wednesday. The move comes as the athletic giant seeks to boost revenue ahead of the critical back-to-school shopping season and strengthen its position in a competitive sportswear market.
Beginning next week, Nike will increase prices on adult apparel and equipment by between $2 and $10. Items currently priced between $100 and $150 will see a $5 price hike, while shoes costing over $150 will go up by as much as $10. Products under $100 will remain unaffected, and children’s items will be spared any increase. Notably, Nike’s popular Air Force 1 sneakers, which retail for $155, will not be subject to the new pricing.
“As part of our seasonal planning, we regularly evaluate our business and make pricing adjustments accordingly,” Nike said in a statement. The pricing strategy comes as other global sportswear brands also grapple with supply chain shifts and tariff pressures. Earlier this month, German rival Puma said it had reduced shipments from China to the United States and signalled potential price increases in response to tariff concerns.
In addition to the price adjustments, Nike is making a high-profile return to Amazon, one of the world’s largest e-commerce platforms. The company had ceased direct sales through Amazon in 2019 to prioritise its own retail channels and website. Since then, Nike products on Amazon have largely been offered by third-party sellers.
Now, in a bid to recapture market share from emerging competitors and reach more consumers, Nike is reentering the platform. The move is part of a broader marketplace strategy that includes partnerships with new physical retailers such as the French department store chain Printemps.
Amazon has already begun notifying some independent merchants that they will no longer be allowed to sell certain Nike products starting July 19, according to a report from The Information. The retail giant said it is giving affected sellers time to sell through remaining inventory before the transition.
“We’re providing an extended period of time for the small number of sellers affected to sell through their inventory of overlapping items,” an Amazon spokesperson confirmed. North America remains Nike’s largest market by revenue. The return to Amazon and selective price increases are part of a wider turnaround strategy under new CEO Elliott Hill, aimed at reinvigorating the brand amid growing competition from newer, more trend-focused labels.