Just Hike It: Nike Raising Prices, Spares Air Force 1s & Kids’ Items

The footwear giant is set to raise prices on a range of products as early as this week, according to a source close to the matter

Nike is preparing to raise prices on a range of adult footwear, apparel and equipment as soon as this week, according to a report by CNBC, as consumers have already begun pulling back on spending.

The company did not cite tariffs as a factor in the decision, per the report.

Apparel and gear for adults will see increases ranging from $2 to $10, while footwear priced between $100 and $150 will increase by $5. Footwear priced above $150 will experience a $10 hike, according to an unnamed source close to the matter. Nike’s iconic Air Force 1 sneakers will hold steady at $115.

Children’s products and items priced under $100 won’t be affected, with the source telling CNBC that Nike aims to ease any financial burden on families ahead of the back-to-school season. 

The reported price hikes coincide with a major leadership shakeup. Earlier this month, Nike announced a restructuring of its senior team and a reorganization of its consumer division into three focused verticals—Consumer and Sport, Marketing and Product Creation—as part of its “Win Now” strategy to reignite growth. The transition included the retirement of longtime executive Heidi O’Neill, who will remain on in an advisory role through September. O’Neill most recently led Nike’s high-profile collaboration with Kim Kardashian for NikeSkims, aimed at reaching women athletes with a new line of training apparel, accessories and footwear.

Although Nike hasn’t tied its pricing changes to tariffs, mounting pressures, ongoing inflation and supply chain challenges are forcing brands to rethink their strategies beyond pricing.

A recent whitepaper from business intelligence firm Impact Analytics outlines several tactics retailers can deploy, such as collaborating more closely with suppliers, renegotiating contracts or sharing costs. Longer-term strategies include diversifying supply chains and reevaluating the inventory mix.

Perhaps the most encouraging takeaway (especially for a brand as established as Nike) is that loyal customers tend to be more tolerant of price increases, the report noted. The firm recommends retailers invest in personalized perks, such as shoe care bundles and extended return windows to maintain that loyalty.

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