Adidas is warning that shoppers in the U.S. might start seeing higher price tags on skate shoes and other products soon, thanks to rising tariffs that are expected to raise the company’s costs by around 200 million euros, or about 230 million U.S. dollars.
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According to reports, Adidas CEO Bjørn Gulden explained that these added costs could trickle down to consumers. While the brand is still waiting to see exactly how the new tariff rates will play out, Gulden didn’t hide his concern about how shoppers might respond if prices climb across the board.
“It’s not just the cost increase we’re worried about,” he said. “It’s what people are going to do when everything starts getting more expensive in the U.S. We’re expecting to see some big changes in buying behavior if inflation really takes off.”
Gulden pointed out that Adidas plans to go over its current product lineup to figure out which items could have price adjustments. The focus will likely be on newer products, while the company hopes to keep prices steady on well-known and already popular models for as long as it can.
“If we do adjust pricing, it’s going to be more on stuff we haven’t released yet,” he added.
This could mean your favorite Adidas skate shoes might start costing more in the near future. The company hasn’t said exactly how much prices could go up, but with costs rising so steeply behind the scenes, it’s safe to say that some changes are coming.
For now, the brand is holding off on any immediate increases while it monitors the situation. But if the tariffs stay in place or get worse, buyers might want to grab what they can now before new pricing kicks in.