Lululemon and Nike sued in California over deceptive discount pricing

A California consumer lawsuit accuses Lululemon of using fictitious reference prices. Plaintiff Annette Cody bought Wunder Train high‑rise tights for $59 in April 2026, with a struck‑through price of $98 that the complaint says had not been a genuine price since October 2025. The suit alleges the brand fabricated a “reference price” to create a phantom discount, violating California’s False Advertising Law, which requires reference prices to reflect the prevailing market price within the prior 90 days.

A separate lawsuit filed by another California resident, Corinne Pearson, targets Nike for similar practices. Pearson claims Nike listed a Nike Air Max 2017 with a $190 reference price while the item had been on sale continuously from September 2025 through March 2026, effectively presenting a non‑existent discount. Both complaints were brought by Pacific Trial Attorneys and seek class‑action status for California shoppers. The actions are part of a growing wave of litigation against major apparel and e‑commerce retailers over alleged “phantom” discount pricing.