adidas Warn of $218 Million Tariff Hit – Sneaker Prices Set to Rise

have issued a stark warning: new US tariffs could cost the brand up to €200 million in the second half of 2025. With increased import duties hitting key production hubs like Vietnam and Indonesia – where much of adidas’ footwear is made – the company is preparing for serious financial fallout.

The Trump-led tariff hikes add an extra 19–20 percentage points for goods coming from Southeast Asia, prompting adidas to consider price adjustments for US consumers. While popular models like the Samba and Gazelle may hold steady for now, newer products and special releases could see notable increases at retail.

The news sent adidas shares sliding more than 10 per cent as investors digested the blow to margins. Despite strong Q2 earnings – including a 57.7 per cent jump in operating profit – adidas opted to keep its full-year guidance steady, citing uncertainty around the final tariff figures, which are expected in early August.

CEO Bjørn Gulden assured consumers the brand wouldn’t be the first to hike prices, but admitted they ‘may not have a choice’ if the tariffs remain in place.

The tariff hike stems from revived Trump-era trade policy, targeting nations deemed to have ‘unfair’ trade advantages. With Vietnam and Indonesia now under fire, brands across the board – especially in footwear and apparel – are scrambling to assess costs. Industry analysts estimate that average US apparel import duties could jump from 14.5 to over 30 per cent, with billions in extra costs potentially passed on to consumers. While the political fallout continues to divide opinion, the economic ripple effect is already being felt by brands with global manufacturing footprints.

For sneakerheads in the US, this could mean higher prices – especially on limited drops and high-heat colabs. Watch this space: your next pair of Three Stripes might come with a few extra dollars tacked on.

For the full story on Trump’s tariff hike and how it’s impacting sneakers, dive into our