Nike and Lululemon are named in recent lawsuits alleging “phantom discount” pricing practices, according to reporting by Digiday and Modern Retail. The complaints claim that the brands present promotions in ways that make discounts appear larger or more compelling than customers actually receive, a strategy commonly described as inflating original prices or creating misleading deal comparisons. Both outlets describe a broader rise in legal scrutiny across the retail sector tied to these alleged pricing tactics, noting that multiple major companies are being targeted in recent weeks. While the coverage focuses on the emergence of the lawsuits and the central allegation of deceptive discounting, the reports do not provide detailed case outcomes, specific legal claims beyond the “phantom discount” characterization, or information about settlements. The lawsuits signal increased consumer and regulatory attention on how retailers display pricing and promotional savings, particularly when discount messaging may conflict with actual pricing history.