Nike delivers bad news for customers

Nike's latest move could hit your wallet soon.

May 23, 2025 - 15:44

I opened my closet the other day and decided to count how many pairs of Nikes I actually own.

The answer? Twenty-two.

And just to be clear — that’s only my lifestyle sneakers. Workout shoes? NOBULL won that war.

Anyway, back to my Nikes.

From colorful Dunks I purposely coordinate my outfits with, to Air Max 270s that give me just enough boost to pretend I'm five feet tall, and a shelf full of Jordans that I frankly wear all the time — it's a full-blown Nike situation.

Only one pair qualifies as "beaters." The rest? Pristine. I hit them with a Magic Eraser the moment I get home. Scuffs don’t stand a chance.

I’m not saying I have a problem, but if there’s a Nike Anonymous group out there, I might qualify.

And while I’m not one of those sneakerheads who doesn't let their kicks touch the ground, I did have my closet custom-built purely to store my shoes. One side is dedicated to sneakers. The other side? Heels. Because...balance.

That kind of loyalty is what makes this next part feel like a bit of a betrayal.

Nike announces price hikes.
Image source: Nano Calvo/VW Pics/Universal Images Group via Getty Images

Nike raises prices as tariff pressures mount

Let’s be real — $5 or $10 isn’t a lot…until you realize it’s tacked onto almost everything in your cart.

Nike (NKE) is raising prices on a wide range of adult sneakers, clothing, and gear, with changes already starting to show up in stores. According to CNBC, most apparel will jump between $2 and $10, while shoes priced above $100 are seeing a $5 to $10 increase.

They’re leaving kids’ stuff and anything under $100 alone (for now), and they’re keeping the Air Force 1 at $115 — which feels like Nike trying to say, “See? We’re not that bad.”

And sure, brands tweak prices all the time. But this one feels personal. It’s not some hyped collab or limited drop. These are the everyday staples people buy again and again, and the core styles that built the brand’s whole identity.

This is Nike saying, “We know you’ll still buy it.” And for people like me, they might not be wrong — but I’m definitely noticing.

And the company says this is all part of its usual seasonal planning. But with new tariffs looming and manufacturing costs rising, the timing feels...convenient.

Nike’s price increases expose a bigger identity problem

This isn’t just a pricing adjustment — it’s Nike showing its hand.

The brand manufactures a big chunk of its shoes in China and Vietnam, and with new tariffs kicking in, it makes sense that prices are creeping up. But instead of owning that, Nike’s playing it cool, framing it as “seasonal planning.”

Meanwhile, they’re discounting more often, trying to clear shelves and get back in shoppers’ good graces.

And while brands like On and Hoka are gaining ground, Nike’s banking on loyalty. They’re betting people like me — the ones with 22 pairs lined up in custom closets — will just shrug and keep swiping.

But lately, the brand just feels...scattered. One minute it’s dropping limited editions, the next it’s slashing prices or quietly raising them. It’s hard to tell what Nike actually stands for right now, and that’s starting to show.