Adidas Faces Potential U.S. Price Hikes Amid Tariff Surge
Adidas may increase U.S. prices due to tariffs potentially adding €200 million in costs. Shares dropped by 7%, reflecting concerns about growth amid trade policy volatility. Despite strong sales, Adidas is facing pressure to deliver positive forecasts for H2 2026 to reassure investors.
Adidas has announced a potential rise in prices for its products in the U.S., attributing the decision to increased tariffs that could inflate operational costs by €200 million. The sportswear giant reported this on Wednesday just after witnessing a 7% dip in its shares, marking a 23% decline since the onset of the year.
CEO Bjorn Gulden has confirmed the uncertainty surrounding the final U.S. tariffs, impacting the company's guidance. He noted that while Adidas intends to keep prices stable, a revision may occur once the tariffs are finalized. Sales in the last quarter reached €5.95 billion, shy of analysts' expectations, raising concerns about sustained growth.
The U.S. tariffs, which now stand at 46% for Vietnamese and 43% for Indonesian imports, are among the highest. Despite this, Gulden emphasized the U.S. market's importance and the company's commitment to growth there. Notably, Adidas saw a 13% rise in lifestyle revenue, with collaborations boosting sales.
(With inputs from agencies.)
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