• Loading stock data...
Tuesday, July 22, 2025

Adidas Warns of Potential Price Hikes From Trump Tariffs

Adidas said uncertainty around U.S. tariffs prevented it from increasing its outlook for the full year both for revenues and operating profit.

Mar 31, 2025; Orlando, Florida, USA; A detailed view of the shoes worn by LA Clippers guard James Harden (1) during the game against the Orlando Magic at Kia Center.
Mike Watters-Imagn Images

Tariffs will mean higher prices for consumers, Adidas said in its latest earnings report.

In results that were pre-released last week, Adidas confirmed strong first-quarter numbers, reporting 13% higher sales compared with a year ago. 

But the German sportswear retailer said uncertainty around U.S. tariffs is keeping the company from updating its full-year guidance. 

“In a ‘normal world’ with this strong quarter, the strong order book and in general a very positive attitude towards Adidas, we would have increased our outlook for the full year both for revenues and operating profit. The uncertainty regarding the US tariffs has currently put a stop to this,” the company said in its earnings statement. The retailer confirmed its previous guidance, which it posted in March, saying it expected 2025 sales to increase at a high-single-digit rate.

CEO Bjorn Gulden said on the earnings call following the release that it is not planning any price increases yet, but would have to pass along increases if the currently paused tariffs end up going through. Vietnam, which was set to be hit with a 46% tariff, has become a dominant sourcing country for Adidas and other retailers including Nike and On, especially after Trump imposed hefty tariffs on Chinese imports during his first presidential term. On April 9, Trump announced a 90-day pause on all tariffs except for imports from China.

Although the company has already reduced its U.S. imports from China to a minimum, it’s still somewhat exposed to those currently very high tariffs. President Trump imposed 145% tariffs on imports from China. 

“Since we currently cannot produce almost any of our products in the U.S., these higher tariffs will eventually cause higher costs for all our products for the US market. Given the uncertainty around the negotiations between the US and the different exporting countries, we do not know what the final tariffs will be,” Gulden said in the earnings release.

Adidas is just the latest in a growing list of companies—including Delta, PepsiCo, and General Motors—that have pulled or lowered guidance in the latest round of earnings reports. Last week, Skechers withdrew its full-year guidance because of broad economic uncertainty stemming from tariff policies. Most Skechers footwear is manufactured in China and Vietnam. 

“External volatility and macroeconomic risks have increased significantly since adidas first issued its full-year outlook at the beginning of March. While the company confirms its outlook, the range of possible outcomes has increased,” the company said.

Since the renewed trade war began, Adidas said it has not seen direct change in demand for its products. “We have not seen over the last eight weeks a lack of demand because of tariffs,” Gulden said on the earnings call.

The company noted that U.S. tariffs have no impact on 80% of its business, as it derives most of its sales outside the U.S. “Currently it’s a local problem we need to solve, but we don’t have the facts to solve it yet,” Gulden said.

The footwear category grew 17%, driven by double-digit growth in its Originals, sportswear, and running lines. The three-stripes brand saw continued popularity in its skate, retro running, and terrace styles including the Samba and Gazelle models. Adidas also noted it launched additional styles after selling out its Taekwondo, Japan, and Tokyo models.

Given the direct impact of tariffs and the danger of tariffs rising, plus the possible negative impact on the U.S. consumer, Gulden warned of possible “negative pressure” on the brand. 

“Overall, we view the guidance hold as a positive sign at a time when many companies have withdrawn their financial outlook,” Telsey Advisory Group said in a note following the release.

Shares of Adidas dipped 3% as of Tuesday midday.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Dec 18, 2022; Lusail, Qatar; Qatar Emir Sheikh Tamim bin Hamad al Thani presents Argentina forward Lionel Messi (10) with a traditional robe after he won the 2022 World Cup final against France at Lusail Stadium.

Qatar Bids to Bring Olympics to Middle East for First Time

The Gulf state may reignite debate over heat and human rights.
Chargers

Chargers Sued By Season Ticket Holder Over Game Moved to Brazil

A fan lawsuit seeks a refund for a Chiefs game moved to Brazil.

NHL Plots Olympic Comeback With the Help of Serie A

Leagues in North American ice hockey and Italian soccer form an unlikely union.

Featured Today

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.
July 17, 2025

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Happy Gilmore 2 hockey stick putter

Callaway’s $500 ‘Happy Gilmore’ Putter Booming on Resale Market

Callaway released a limited-edition Odyssey-branded hockey stick putter.
From vintage to unique collaborations, various Nike and Jordan shoes are displayed on a wall at Saved Soles inside West Ridge Mall.
June 26, 2025

Nike Stumbles Less Than Expected, Giving Wall Street Hope

The sports apparel and footwear giant beats Wall Street expectations.
A Lululemon store at Freehold Raceway Mall in Freehold Township, New Jersey on Nov. 30, 2023
July 2, 2025

Sportswear Stocks Rise as Trump Touts Vietnam Trade Deal

Tariffs on Vietnam imports will be 20%, down from a prior threat of 46%.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Jun 20, 2024; Eugene, OR, USA; Detailed view of Nike Alphafly 3 racing flat at the Nike by Eugene store.
June 25, 2025

Investors Hunt for Signs Nike Has Regained Its Footing

Nike’s fundamentals are “still challenged.”
Jun 15, 2025; Oakmont, Pennsylvania, USA; JJ Spaun putts on the 18th green to win during the final round of the U.S. Open golf tournament.
June 16, 2025

‘Pandemonium’: Putter Maker Sees Sales Surge After JJ Spaun’s U.S. Open Win

The company behind Spaun’s putter is already in talks with his people.
June 13, 2025

U.S. Open Merch Pops Thanks to Oakmont’s Squirrel, Viral TikToks

There are more than 400,000 pieces of merchandise available at Oakmont.
Tom's Watch Bar
June 12, 2025

How the Pacers and Caitlin Clark Boosted One Bar’s Bottom Line

Tom’s Watch Bar hosted John Haliburton for at least five games.