Sportswear and athletic shoe giant Nike Inc is being probed by the Florida attorney general's office for allegedly fixing the price of its products.

The Oregon-based firm received notice of a civil investigation last month "in regards to issues of pricing of products at retail," company spokesman Vada Manager told the Los Angeles Times.

He added Nike vehemently denies the claims and is "cooperating fully" with the probe.

The paper said leading sports goods chains are being quizzed by investigators to find out if Nike withheld items because its so-called marquee shoes weren't being sold at prices the company considered suitable.

The Florida attorney general's office said it could neither confirm or deny an investigation was taking place due to the anti-trust statute.