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Nike Announces Selective Price Increases for Clothing and Footwear, While Keeping Strategic Items Unchanged, While Reinvesting in Popular Marketplace in the US, Strengthening Its Position in a Digitally Transforming Market.
Nike announced that starting next week it will begin a price increase on some of its products, primarily for adult clothing and equipment, in the United States.
According to the company, the adjustment ranges from US$ 2 to US$ 10, depending on the category.
However, not all items will see a price increase, especially children’s items and some iconic footwear.
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In addition to the price changes, the sports giant confirmed its return to Amazon’s e-commerce in the U.S. after a six-year absence, a strategy that reinforces its direct digital presence with consumers.
Moderate Increase for Clothing and Equipment
Prices for adult clothing and equipment will rise moderately, with increases ranging from US$ 2 to US$ 10, as reported by Reuters.
Products priced between US$ 100 and US$ 150 will also have a fixed increase of US$ 5.
But for those looking for items priced below US$ 100, there will be no adjustment.
This decision aims to preserve the purchasing power of consumers who prefer entry-level items, avoiding loss of competitiveness in a highly contested price range.
Children’s Items Remain the Same Price
In the children’s segment, prices will be maintained.
According to Nike, the reason is the increase in sales during the ‘back-to-school’ season, a period that typically boosts purchases of children’s products.
Keeping prices for children is a strategy to avoid discouraging parents, who seek savings during this time of year.
Famous Air Force 1 Shoes Remain Unchanged
Highlighting the footwear, one of Nike’s bestsellers, especially those costing over US$ 150, which will see price increases of up to US$ 10.
However, the famous Air Force 1 shoe, currently priced at US$ 155, will not have an increase, remaining at its original price, as confirmed by the brand.
This model is one of the most iconic and desired by the consumer base, and maintaining its price is linked to the loyalty strategy.
Seasonal Planning and Industry Challenges
Nike justified the increases by saying it makes “price adjustments as part of our seasonal planning” and that it regularly “evaluates our business.”
This type of adjustment is not new to the sports goods industry, which has been dealing with rising costs of raw materials, logistics, and labor in recent years amid global economic fluctuations and persistent inflation.
Nike Returns to Amazon to Strengthen Digital Presence
Another important point of this movement is Nike’s return to Amazon in the United States.
In 2019, the company left the platform to focus on direct sales and physical stores, but its products were still sold by authorized independent sellers.
Now, Nike has decided to resume direct sales through Amazon, reinforcing its bet on marketplaces as strategic channels to expand its reach to the end consumer.
With this decision, Amazon announced that starting July 19, it will prohibit the sale of specific Nike products by independent sellers, consolidating the exclusivity of the official brand store on the platform.
This measure aims to ensure greater control over prices, product authenticity, and consumer experience, in addition to strengthening the direct partnership between Nike and Amazon.
Trend of Balance Between Owned Channels and Marketplaces
Industry experts point out that Nike’s re-entry into Amazon reflects a market trend, where major brands seek a balance between owned channels and marketplaces, leveraging the reach and attraction of these platforms to gain greater market share.
In the current scenario, where e-commerce continues to grow even after the height of the pandemic, sportswear companies are rethinking their strategies to get closer to consumers with personalized offers, better logistics, and competitive prices.
Nike, with its history of innovation in marketing and products, is taking this moment to adjust prices selectively, protect iconic products, and expand its digital presence on popular channels, ensuring business sustainability amidst global market changes.
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