Sneaker giants scale back discounts as full-price push grows

Sneaker makers are dialing back Black Friday discounts as Nike, Adidas, and On push shoppers toward full-price buying to protect margins and offset Trump-era tariffs. Telsey data shows promotions largely matched last year, though Nike trimmed its extra 30% deal. Ons CEO said the brand will avoid discounts entirely, signaling a broader industry pivot away from deal-driven sales.