Adidas, Puma to Raise US Prices After Nike Tariff-Driven Hike

Adidas and Puma are expected to raise prices on running shoes and sportswear in the United States, following Nike’s announcement of price increases tied to rising import costs driven by new US tariffs, according to analysts and investors.

Nike announced Wednesday that prices will rise starting next week, with some shoes priced above US$150 increasing by up to US$10. Products priced under US$100 will remain unchanged. The company framed the adjustments as part of its normal seasonal planning, without explicitly citing tariffs.

Analysts anticipate similar actions from competitors. Robert Krankowski, sporting goods analyst, UBS, said Nike’s move likely provides the signal Adidas and Puma were awaiting.

“We should expect a similar decision from both Adidas and Puma because this is not a Nike-specific issue—it is an industry-wide challenge,” Krankowski said. “Everyone will be impacted by the tariffs.”

The United States recently implemented a 10% tariff on all imports, alongside a 30% tariff on goods from China. Vietnam, a key manufacturing hub for apparel and footwear, may also face a 46% tariff in July. These measures have heightened concerns across the sportswear industry, which heavily relies on Asian suppliers.

Puma said Thursday that it is in discussions with US retail partners and has not yet made a decision on pricing changes. Adidas declined to comment.

Market observers note that industry players often react quickly when a leading brand adjusts pricing. Federico Borin, an analyst at Janus Henderson, said Nike’s price adjustments usually prompt similar moves from competitors.

The extent of any price increases will likely depend on consumer sentiment and demand for specific products. Adidas has seen robust US sales for its vintage-style sneakers, such as the US$100 Samba and US$120 Gazelle, which may provide room for upward price adjustments, said Simon Jaeger, a portfolio manager at Flossbach von Storch, which holds shares in both Adidas and Nike.

However, broader concerns about the retail environment persist. Jaeger noted that Nike’s price increases are relatively modest but warned of weakening US consumer sentiment. The University of Michigan’s May survey showed declines in consumer confidence and heightened short-term inflation expectations.

Puma, which has experienced a slowdown in US sales, may face greater challenges in raising prices. The company has set a target of selling 4 to 6 million pairs of its US$100 Speedcat sneaker, inspired by Formula 1, but demand has been weaker than expected. Krankowski remarked that Puma’s lagging momentum makes it less likely to lead pricing changes.

Other brands are also adjusting pricing strategies. Running shoe maker On plans to raise US prices on select products in July. The company framed the decision as part of its broader effort to reinforce premium branding rather than a direct response to tariffs.