Adidas warns US customers will soon pay more for its shoes as company runs up against Trump’s ‘tariff wall’ — joins 76 footwear brands pleading with the president to walk back tariffs

Even as the company announced better-than-expected first quarter earnings, CEO Bjørn Gulden said Adidas will cost more in the U.S.

“Although we had already reduced the China exports to the US to a minimum, we are somewhat exposed to those currently very high tariffs,” Gulden said. “What is even worse for us is the general increase in US tariffs from all other countries of origin.”

He added that Adidas cannot currently make its shoes in the U.S.

Adidas isn’t alone: Tariffs hit big brands everywhere

Tariff headaches aren’t exclusive to Adidas, which co-signed a letter with bitter rival Nike and other shoe brands asking President Trump for a tariff exemption.

“Many companies making affordable footwear for hardworking lower and middle-income families cannot absorb tariff rates this high, nor can they pass along these costs,” the letter stated.

“Without immediate relief from the reciprocal tariffs they will simply shutter.”

Like Adidas, other industry leaders are making public-facing announcements that they are raising their retail prices due to the Trump administration’s tariffs.

Fashion-focused platforms Shein and Temu, which rely heavily on inexpensive Chinese imports, each posted statements on their websites about price hikes, directly citing increased operating costs from tariffs.

President Trump introduced tariffs to push back against perceived unfair trade practices from China and other nations — and to encourage multinationals to set up factories in the U.S.

“Bring your factory here,” Treasury Secretary Scott Bessent said in a recent interview with Tucker Carlson.

“That’s the best solution for getting away from a tariff wall. So move your factory from China, from Mexico, from Vietnam – bring it here.”

But critics say it will be nearly impossible for companies to produce goods in the U.S. as cheaply as overseas — so for now, businesses and consumers will continue to pay more for imports.

Smart moves for savvy shoppers

With the looming reality of higher prices across multiple product categories, consumers should consider getting proactive about budgeting. Here are some ways to do that.

1. Cut unnecessary expenses. Review subscriptions (streaming services, gym memberships, unused apps) and cancel anything non-essential. Small trims add up quickly, providing breathing room for unavoidable price hikes.