Adidas and Puma are likely to increase prices. This will affect running shoes and sportswear. The price hikes are expected in the United States. This follows Nike’s recent decision. Analysts and investors confirm this trend. U.S. tariffs on imports are increasing costs for retailers.
Nike Leads the Price Increase
Nike announced price increases on Wednesday. The changes take effect next week. Shoes priced over $150 will cost up to $10 more. Products under $100 will maintain their current prices. Nike is the largest sportswear company globally. This is based on sales and market capitalization.
Adidas and Puma Respond
“That was the moment Adidas and Puma were waiting for,” said Robert Krankowski. He is a sporting goods analyst at UBS. Both German sportswear brands had previously stated their strategy. They would not be the first to raise prices. Instead, they would observe rivals’ actions.
“We should probably expect a similar decision from both Adidas and Puma,” Krankowski added. He explained that this issue affects the entire industry. “Everyone will be impacted by the tariffs,” he noted.
The Impact of US Tariffs
U.S. President Donald Trump has imposed new tariffs. A 10% tariff applies to all imports. China faces an even higher tariff of 30%. More critically for sportswear brands, Vietnam is under threat. Vietnam is a major manufacturing hub. It produces footwear and clothing. A steep 46% tariff could return in July.
Nike described its price increases as normal seasonal planning. The company did not directly mention tariffs. Puma stated on Thursday it is in discussions. This involves its U.S. partners. However, it has not decided on price adjustments. Adidas did not immediately comment on its pricing plans.
Industry-Wide Implications
“Historically, when the leading brand adjusts its prices, competitors tend to follow suit shortly thereafter,” said Federico Borin. He is an analyst at Janus Henderson. The extent of other brands’ price hikes will vary. It depends on their assessment of U.S. shoppers’ willingness to pay. This willingness varies based on product demand.
Adidas has seen a sales surge. This is due to trendy vintage shoes. Examples include the $100 Samba and $120 Gazelle. Simon Jaeger believes Adidas could easily raise prices. He is a portfolio manager at Flossbach von Storch. His firm holds shares in Adidas and Nike.
Nike’s price increases are relatively modest. However, Jaeger expressed concern. “What concerns me more is that the U.S. consumer in general is not as strong as a couple of years ago.”
Consumer Sentiment and Inventory Management
U.S. consumer sentiment declined further in May. One-year inflation expectations surged. This data comes from the University of Michigan. Given weaker demand, sportswear brands face a challenge. They must carefully manage inventories at retailers. This avoids oversupply. It also prevents forced discounting.
Puma’s sales in the U.S. have been slowing. Therefore, it may have less room to hike prices. This is according to UBS’ Krankowski. Puma aims to sell millions of its $100 Speedcat sneaker. Sales have been slower than expected. This raises questions about a potential price hike for the shoe. “Puma doesn’t have a massive first-mover advantage,” Krankowski noted. “Because the other brands are taking more momentum.”
Premium Brands Also Adjusting
More expensive brands are also adapting. Running-focused On plans to increase prices. Its adult sneakers start at $130. Price increases will apply to certain U.S. products in July. On states this is part of its strategy. It aims to be the “most premium” global sportswear brand. It is not a direct reaction to tariffs.
A Challenging Landscape for Sportswear
The sportswear industry faces significant challenges. Rising tariffs are increasing import costs. This pushes brands to raise prices. Weaker consumer sentiment adds to the pressure. Companies must carefully navigate these economic headwinds. This will shape the market for running shoes and sportswear.
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