Core Viewpoint - Nike has raised prices on many of its best-selling sneakers by $5 to $10, but the company does not attribute these increases to tariffs despite expert opinions suggesting otherwise [1][4]. Pricing Strategy - Nike has implemented price increases of 2% to 6% on popular footwear, including models like Air Max 270, Vomero 5, and Zoom Fly 6 [1]. - The company is strategically raising prices on styles it believes can handle the increases, while avoiding hikes on children's products and items priced below $100 [2][9]. Sales Performance - Nike has experienced a 9% sales decline during the crucial holiday season quarter and anticipates a steeper-than-expected drop in fourth-quarter revenue [6]. - The company has appointed Elliott Hill as CEO to lead a turnaround after a year of sagging sales [5]. Market Context - Other major retailers, such as Walmart and Macy's, have indicated that tariffs will force them to raise prices, reflecting a broader trend in the retail industry [11][12]. - Nike's price increases began on its website and may extend to other retailers selling its merchandise [9]. Product Pricing Details - Most Nike sneakers priced over $150 will see increases of up to $10, while those below $150 will increase by $5 [9]. - Some popular styles, like the $115 Air Force 1 sneakers, have not seen price hikes [10]. Strategic Moves - Nike plans to return to selling its merchandise on Amazon for the first time since 2019, a move seen as critical due to declining sales [10].