Global sportswear titan to raise prices on trainers, clothing from June

The global sportswear giant Nike has announced it will increase prices on some trainers and clothing starting 1 June, following similar moves by rival Adidas amid ongoing US trade tensions. 

The price rises will affect shoes costing over $100 as well as certain clothing and equipment, with increases ranging from $2 to $10, Caliber.Az reports, citing UK media.

Although Nike did not explicitly cite US tariffs as the reason, the company acknowledged several internal and external factors influenced the decision. Most of Nike’s products are manufactured in Asia — particularly Vietnam, China, Indonesia, and Cambodia — regions targeted by US tariffs under President Donald Trump’s trade policies.

While the US has temporarily paused higher "reciprocal" tariffs announced in April, a baseline 10% tariff remains in effect on goods imported from many countries, including those that produce Nike products. These tariffs are typically paid by importers, who may choose to absorb the cost or pass it on to consumers.

The planned price hikes will exempt Nike’s popular Air Force 1 trainers, shoes priced under $100, children’s products, and Jordan-branded items.

This development follows Adidas’ recent announcement that Trump-era tariffs would force the company to raise prices on key US products such as the Gazelle and Samba trainers. Similarly, UK retailer JD Sports warned that increased US prices due to tariffs could negatively impact customer demand.

Vietnam plays a crucial role in Nike’s supply chain, producing approximately half of its footwear and over a quarter of its clothing in the last financial year. The country faces some of the highest US tariffs, with a 46% levy on imports. Despite this, ties between the US and Vietnam appear to be warming, with US President Trump’s son Eric visiting the country as the Trump Organisation pursues multi-billion-dollar investments in hospitality and real estate there.

In addition to price adjustments, Nike announced it will resume direct sales through Amazon in the US for the first time since 2019, aiming to boost its declining digital sales. Recent company reports showed a 20-25% drop in online sales across major regions, including Europe, the Middle East, Africa, and Greater China.

Nike stated that regular price adjustments are part of its seasonal planning to respond to evolving market conditions.

By Khagan Isayev