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Adidas Boosts Prices Amid Tariff Hits and Rising Profits

7/30/2025

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Summary

Story summary

Adidas is set to increase prices in the U.S. as tariffs hit them with a hefty €200 million ($231 million) cost this year. CEO Bjørn Gulden expressed concerns over fluctuating consumer demand and inflation. Yet, the brand celebrated a 2% revenue rise to nearly €6 billion in Q2, alongside a remarkable 58% jump in operating profit.

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Story summary

Adidas is set to increase prices in the U.S. as tariffs hit them with a hefty €200 million ($231 million) cost this year. CEO Bjørn Gulden expressed concerns over fluctuating consumer demand and inflation. Yet, the brand celebrated a 2% revenue rise to nearly €6 billion in Q2, alongside a remarkable 58% jump in operating profit.