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Adidas Flags €200 Million Tariff Hit, Eyes U.S. Price Rises

The company intends to offset an expected €200 million second-half tariff burden through targeted U.S. price increases.

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(FILES) The logo of the German sports equipment maker Adidas is pictured prior to the company's annual press conference in Herzogenaurach, southern Germany on March 8, 2023. German sportswear giant Adidas said on July 30, 2025 it took a hit from US tariffs in the second quarter but did not indicate whether it would pass on rising costs to consumers. The world's second-biggest sports outfitter said the levies introduced by US President Donald Trump had "a negative impact in the double-digit euro millions" between April and June, without giving a specific figure. US tariffs would also add around 200 million euros ($230 million) to Adidas's costs in the second half of the year, it said (Photo by Christof STACHE / AFP) (Photo by CHRISTOF STACHE/AFP via Getty Images)
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Overview

  • It posted €546 million in operating profit for the second quarter, beating analyst forecasts despite a slight revenue miss.
  • New U.S. tariffs on imports from Vietnam and Indonesia are expected to add around €200 million to second-half costs.
  • Adidas shares plunged more than 8% after the firm warned of the tariff impact and potential hits to consumer demand.
  • The company front-loaded shipments ahead of the levies, raising inventories by 16% to €5.26 billion at the end of June.
  • Adidas maintains its full-year operating profit forecast of €1.7–1.8 billion while exploring targeted price hikes in the U.S. to counter trade-driven inflation.