Nike is returning to Amazon after a five-year absence, with new CEO Elliott Hill aiming to reverse the brand’s revenue slump. The company previously pulled its products from Amazon in 2019, opting for sales on its own website and select third-party retailers.
To boost growth, Nike is investing in Amazon’s marketplace, ensuring it offers the right products, services, and experiences for consumers. This includes adding new retailer partners, such as Printemps, a French department store with a US location.
Nike also plans price hikes, starting June 1, affecting various apparel and equipment items, including shoes priced between $100-$150. However, some items like children’s apparel, under-$100 products, Air Force 1 shoes, and Michael Jordan-branded clothing will remain unchanged.
The company’s sales have suffered due to increased competition from rivals like On, New Balance, and Adidas. Global sales dropped 9% last quarter, including a 17% decline in China. To recover, Nike is scaling back supply of classic sneaker lines Air Force 1 and Pegasus, focusing on selling new, higher-priced Air Max shoes designed for running.
Shares have fallen nearly 20% this year, but Hill’s efforts aim to revive the brand’s fortunes.
Source: https://edition.cnn.com/2025/05/22/business/nike-amazon-price-hikes