Adidas and Puma may follow Nike in U.S. price hikes

Adidas and Puma are expected to raise prices in the U.S. after Nike increased footwear costs, as rising import tariffs push up expenses across the sportswear industry.

Adidas and Puma are expected to raise prices in the U.S. after Nike’s move to increase costs on some footwear by up to $10, as new tariffs drive up import expenses.

Adidas and Puma are likely to raise prices on running shoes and sportswear in the U.S., analysts say, after Nike announced it will hike prices by up to $10 on footwear costing more than $150 starting next week.

Nike's decision, described as part of its seasonal pricing strategy, comes as U.S. tariffs - 10% across the board and up to 46% on imports from Vietnam - drive up costs for all retailers. Although Nike did not mention tariffs, analysts suggest the move signals an industry-wide shift.

"This was the moment Adidas and Puma were waiting for," said UBS analyst Robert Krankowski, noting both brands had previously held off on price hikes until a competitor moved first.

Puma stated on Thursday that it is in discussions with U.S. partners but has yet to decide on pricing changes. Adidas has not commented.

The extent of future increases will depend on consumer demand and brand strength. Adidas’ popular Samba and Gazelle models could see modest price hikes, while Puma may face challenges given slower U.S. sales.

Swiss brand On also plans to raise U.S. prices in July on select models, aligning with its premium market positioning rather than reacting directly to tariffs.

With weakening U.S. consumer sentiment and rising inflation expectations, brands are expected to tread cautiously to avoid oversupply and discount-driven losses.

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