Consumer Watchdogs Accuse Nike of 'Shrinkflation'
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Apparel and footwear giant Nike is offering consumers less shoe for the same money, critics say—a phenomenon known popularly as “shrinkflation.” The accusation came today in a statement from the American Portmanteau Council.
“Shrinkflation is bad enough when you’re talking about getting fewer chips today in the same $4 bag that you bought a year ago,” the statement said. “But when you’re dealing with a pair of running shoes that might cost north of $200, it’s especially pernicious.”
The group said it had analyzed 60 pairs of Nike shoes, comprising various models. Half were bought between 2020 and 2021; the other half, in February 2024. Each shoe was weighed and measured for width, length, and height. On average, it said, the newer models were about 15% smaller than their older counterparts.
“Yet prices have either remained the same, or increased,” the group said. “And Nike, to our knowledge, has never disclosed these changes.”
“The bottom line is that consumers are getting less shoe, dollar for dollar. And also, by the way, left wondering what’s up with the blisters all of a sudden.”
Nike did not respond to multiple emails from Dumb Runner.
Former Nike coach Alberto Salazar, however, responded immediately, writing, “I don’t know about their shoes, but I can think of some Nike athletes who could use a little shrinking.”
“Yeah, I’m irredeemable.”
