Following President Trump’s new tariffs, there was much chatter about what Nike would do. The Trump administration announced a 46% tariff on Vietnamese footwear imports under “Section 301” in April 2025. In a recent SEC filing, Nike disclosed that nearly 50% of its footwear is manufactured in Vietnam. There were many assumptions about the brand increasing its prices amidst complaints from loyal clientele regarding the existing high prices of Air Jordans. Now, Nike is taking decisive steps.
As per the latest Complex article, Nike will reportedly increase the prices of its footwear. The brand’s retail partners have already been informed of the price hike. Sources report that customers will see the increase starting next month. The price hike will reportedly range from $2 to $10. And as for the reasons behind the increase, the brand cited “expected inflation” and “economic conditions.”
However, to make apparel and footwear accessible to every customer, Nike and Michael Jordan’s brand have taken measures such as excluding certain products from the price hike. As per sources, the upcoming price hike will not impact Jordan-branded apparel and accessories, kids’ footwear and clothing, or any footwear priced under $100. Moreover, the Nike Air Force 1—retailing at $115—will also be exempt. “We regularly evaluate our business and make pricing adjustments as part of our seasonal planning,” Nike told Complex.
This is not a drill: Nike prices are going up next month. It’s not by too much, and it’s only affecting the US, but here’s what you need to know about Nike raising its prices i pic.twitter.com/gSyCwIwmYn
— Complex Sneakers (@ComplexSneakers) May 21, 2025
This significant change comes close on the heels of Nike, which is valued at $91.82 billion (as per Macrotrends), celebrating 40 years of its most iconic deal with Chicago Bulls legend Jordan. On this occasion, many are reminded of how this deal almost never happened.
How MJ almost chose Adidas
In 1984, Michael Jordan was the hottest prospect in basketball, and Adidas executives nearly snagged him. University of North Carolina legend Jordan had grown up wearing the three-stripes, and early meetings with Adidas distributors seemed promising. But in Germany, company leaders balked at the idea of building a line around a 6-foot-6 shooting guard, fearing it would pigeonhole the brand to “tall players and large shoe sizes.”
However, Michael Jordan didn’t wish to sign with Nike, as Nike veteran Howard White recalled in an interview. It was Vaccaro who decided to approach Jordan’s parents to convince the rookie star, who was yet to gain fame at the time. He formed a connection with his parents. After an initial sit-down in a Santa Monica Tony Roma’s (arranged by George Raveling), Vaccaro invited Jordan and his parents to Nike’s Beaverton campus.
There, he rolled out a highlight reel set to “Jump (For My Love),” sketched the first Air Jordan prototype, and pledged $2.5 million over four years—nearly three times any prior rookie deal MJ’s mother, Deloris, was crucial in this deal, who urged Jordan to attend the meeting at Nike’s Beaverton HQ.
The meeting and Nike’s presentation ultimately changed Jordan’s mind. Jordan hesitated. He criticized Nike’s original red-and-white colorway and remained loyal to Adidas’s legacy. Vaccaro’s pitch? a signature shoe with 25 percent royalties and Nike’s full promotional heft. That won over Deloris and James Jordan, who urged Mike to trust Nike’s vision. While the brand hoped to make $3 million in four years with the release of the new Air Jordan, it achieved a handsome $126 million in one year.
Had Adidas not bowed out, the sneaker world might look very different today—and Nike might never have become the $91 billion powerhouse it is. That fateful pass by Adidas executives inadvertently set the stage for one of the greatest brand partnerships in history.
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