Nike is raising prices on select adult products starting next week and will officially resume direct sales on Amazon after a six-year hiatus, as the sportswear giant moves to shore up market share and streamline distribution amid rising costs and tariff pressures.
In a statement on Wednesday, Nike confirmed that prices on adult apparel and equipment will increase between $2 and $10 depending on the item.
Products priced between $100 and $150 will see a $5 hike, while premium items above $150 could jump by as much as $10. Items priced under $100 will remain unchanged, and Nike said it will hold prices steady on children’s products, a strategic decision with the back-to-school shopping season approaching.
“We regularly evaluate our business and make pricing adjustments as part of our seasonal planning,” the company said.
Nike sources a significant share of its footwear from Vietnam and China, two countries impacted by the US government’s ongoing tariff measures.
While Nike hasn’t explicitly linked the price increases to these policies, several global apparel firms have recently cited tariffs as a key reason for adjusting pricing and shifting supply chains.
Earlier this month, rival Puma said it had scaled back shipments from China to the U.S. and may also raise prices in response to the trade environment.
Alongside pricing changes, Nike is also reversing its 2019 decision to stop selling directly on Amazon.
The company will now list its products on the e-commerce platform in a renewed effort to widen its distribution and regain ground from fast-growing competitors.
Nike originally left Amazon to focus on direct-to-consumer (DTC) sales via its own website and retail stores. However, that move allowed third-party sellers to fill the gap, often listing Nike merchandise without company oversight.
Nike’s return to the platform signals a desire to reclaim control over how its products are sold and presented to customers online.
Amazon has already begun notifying independent merchants that it will remove their access to certain Nike products, effective July 19, as part of the new arrangement.
“We’re providing an extended period of time for the small number of sellers affected to sell through their inventory,” an Amazon spokesperson told Reuters.
The company’s decision to raise prices and expand retail partnerships comes amid a broader turnaround effort under CEO Elliott Hill, aimed at recapturing momentum in North America, Nike’s largest market by revenue.
In addition to Amazon, Nike is also expanding its footprint in physical retail, including partnerships with department stores such as France-based Printemps.
With inflationary pressure, tariff uncertainty, and increased competition from trend-forward brands like Hoka and On, Nike’s latest moves reflect a more flexible, multi-channel approach to growth and consumer reach.
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