Adidas Might Jack Up Prices In The US

Adidas just dropped a hint that prices in the US might be headed for a hike, and the internet is already side-eyeing their next sneaker cop. On July 30, 2025, the sportswear giant said it’s facing $230 million in new tariff-related costs—and that weight’s gotta land somewhere. Spoiler: it's probably your wallet. The brand hasn’t said which shoes or gear will get more expensive, but the strategy is clearly being shaped behind the scenes. Consumers are bracing, especially with inflation looming like an overpriced Yeezy. Translation? Adidas might be testing just how loyal we really are.

Tariff Trouble Hits the Three Stripes

The fallout is coming from fresh US tariffs set to slam Adidas with hundreds of millions in new expenses—$230 million USD, to be exact, or about 200 million EUR. During a July 30 call with analysts, CEO Bjørn Gulden didn’t sugarcoat it: the hit is real, and prices might have to go up. While Adidas hasn’t named exact items yet, the plan is to shield classics while adjusting prices on new releases. “We’ll keep prices on known models stable as long as we can,” Gulden said, “and do new pricing on products that haven’t existed before.” It’s a careful move in a precarious game—raise too much and risk consumer fallout, hold too long and eat the costs. No one wants to pay $180 for Samba knockoffs.

Inflation Fears and Brand Backlash

Gulden’s biggest concern? Not just rising costs, but how customers will react when sticker shock hits. If broader inflation kicks in and other sectors follow suit, Adidas could see sales volumes dip hard. And they’re not alone—Uniqlo and even Procter & Gamble are feeling the tariff burn, suggesting this isn’t just a sneakerhead problem. As of August 4, no new updates have come from Adidas HQ, but reports like Inside Retail and Apparel Resources still echo that ominous $218–230 million range. Whether it’s a ZX Flux or a fresh drop from the Fear of God collab, everything could be on the chopping block. Bottom line? If your fave pair of kicks is suddenly $20 pricier, blame geopolitics—not the guy behind the register.