Summary

Nike is raising prices (footwear up 17%, apparel up 14%) as part of CEO Elliott Hill’s turnaround strategy

The price hikes are driven by an estimated $1.5 billion USD in annual tariff costs that reduce the company’s gross margin.

The strategic goal is to use pricing power and reduce discounting to achieve sustainable long-term profitability

Nike is aggressively employing its pricing power across all core categories as part of CEO Elliott Hill ‘s comprehensive turnaround strategy, which nears its one-year mark. Data indicates that online footwear prices increased by 17% over the past year, with apparel rising by 14%, a clear sign that the brand is prioritizing full-price sales to reverse a period of heavy discounting and slumping sales.

A major factor driving these increases

See Full Page