Adidas to Raise U.S. Prices Amid Tariff Impact

Adidas will raise prices on all products sold in the U.S. in response to tariffs imposed by President Donald Trump, driven by higher import taxes on goods from China, Vietnam, and Cambodia. CEO Bjørn Gulden said it is currently impossible to quantify the extent of these price increases or their impact on U.S. consumer demand due to ongoing trade negotiation uncertainty. The company has rerouted some China-made products to other markets and reduced U.S. imports from China to mitigate exposure. Despite robust first-quarter global profits and sales growth, Adidas has withheld a full-year profit outlook and paused any potential upgrades to its financial projections. Industry analysts warn Adidas may face greater challenges than competitors in passing on price hikes, given tighter price elasticity in its main footwear lines. Adidas reiterated its full-year guidance but noted the range of possible outcomes has widened due to tariff uncertainty.