Nike Jacking Up Jersey Prices: Will Consumers Rebel? | $NKE

Takeaway: Nike has total control over this market; they can essentially do whatever they want.

Nike Jacking Up Jersey Prices: Will Consumers Rebel? | $NKE - SP14 AT SB Jersey 001

 

Nike raises NFL jersey prices

  • "Nike, which makes the official league uniform, has decided to raise prices on two of the three types of jerseys it sells. Nike did not announce the increase in price, but retailers, including the official league online store, started charging more on April 1."
     
  • "The Game jersey, which is the cheapest replica, will still cost $100. But the price of the Limited jersey, which has embroidered twill numbers and letters in place of the silicon printing on the Game jersey, has jumped from $135 to $150. The Elite jersey, which is the closest to what the players wear on the field and boasts being water repellent and has a tighter, tailored fit to the body, went up nearly 20 percent to $295, up from $250."
     
  • "NFL spokesman Brian McCarthy said that Nike and the retailers, not the league, determine the prices. But sources told ESPN.com that it was Nike executives alone who made the decision, implementing the new prices as the minimum prices retailers could sell the different style of jerseys for."

Takeaway From McGough:

Nike has a monopoly over this market. It can raise prices at its own discretion -- presuming that  consumers don’t rebel. (If only it was that simple for its footwear and apparel business!) Nike has successfully raised prices over the past couple years as input costs moderated. Now, with commodity costs switching from a headwind to tailwind, and very little pricing power left to exercise, we think that the next move on the gross margin line is down. $295 for a jersey?

 

Editor's Note: This is a complimentary research excerpt from Hedgeye Retail Sector Head Brian McGough. Follow McGough on Twitter @HedgeyeRetail

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