THE CEO of Adidas has issued a bleak message to US shoppers about its future.
The iconic sportswear brand has joined the growing list of retailers stressing the uncertainty the sector faces over rising prices.
3
3
The word on the lips of many US consumers and CEOs alike is tariffs.
President Trump’s plan to keep manufacturing in America has caused some retail giants to offer stark warnings that consumers will be left footing the bill.
The US Sun previously reported on Target’s CEO issuing a similar sentiment back in March.
Back then, Target’s CEO Brian Cornell warned that the prices of essential items like fruit and vegetables could skyrocket in price.
He said: “Those are categories where we’ll try to protect pricing, but the consumer will likely see price increases over the next couple of days.”
He then offered a daunting ten-word message that will spark worry among the millions who use one of America’s largest retailers.
Cornell added: “If there’s a 25% tariff, those prices will go up.”
ADIDAS WARNING
Now, USA Today reports the equally chilling words laid out by Adidas’ CEO Bjørn Gulden.
In a statement on Tuesday, he said: “Since we currently cannot produce almost any of our products in the U.S., these higher tariffs will eventually cause higher costs for all our products for the U.S. market.
“Although we had already reduced the China exports to the U.S. to a minimum, we are somewhat exposed to those currently very high tariffs.
“What is even worse for us is the general increase in U.S. tariffs from all other countries of origin.”
To summarize, his frightening 11-word message to consumers was: “Cost increases due to higher tariffs will eventually cause price increases.”
And the company has real reason to worry.
The company manufactures many of its products from countries like China, Vietnam, Indonesia, India and Cambodia.
Right now, China is still dealing with the massive 145% import tariff Trump imposed on the country.
SALES FIGURES
Despite all of this uncertainty, Adidas’ sales figures do paint a generally positive picture.
Figures across several key markets were up, as well as its total operating profit.
All told, in the first quarter of 2025. the company made $695 million, an 82% increase on last year’s first quarter.
Net sales also climbed 12.7%.
What items will be affected by the tariffs?
AMERICANS should prepare to see significant prices changes on everything from avocados to cars under President Donald Trump’s new global tariffs.
Here is a list of some of the everyday products that could see a massive price tag surge.
- Coffee
- Tea
- Bananas
- Foreign-made cars
- Sneakers
- Furniture and other home goods
- Pharmaceuticals
- Video games
- Clothing
- Toys
- Washers and dryers
- Avocados
- Housing materials
It should be a sign of the times then, that Gulden has still stressed how “impossible” it is to say how the rest of the year will end up.
The CEO concluded: “In a ‘normal world’ with this strong quarter, the strong order book and in general a very positive attitude towards Adidas, we would have increased our outlook for the full year both for revenues and operating profit.
“Given the uncertainty around the negotiations between the U.S. and the different exporting countries, we do not know what the final tariffs will be.”
He added: “Therefore, we cannot make any ‘final’ decisions on what to do.”
3