Nike and Lululemon have both recently been hit with lawsuits alleging deceptive pricing strategies in which discounted products are listed at fake, inflated original prices. “In reality, Nike’s reference prices are fictitious. She charges that the retailer of false original prices, only to strike them through and make the new “sale” prices look more enticing. “This practice allows defendant to fabricate a fake ‘reference price’ and present the actual price as ‘discounted,’ when it is not,” Cody stated in her complaint. In both cases, plaintiffs are seeking financial restitution, monetary damages, and a court to halt the use of misleading, inflated reference prices.