Published by Global Banking & Finance Review®
Posted on October 29, 2025
1 min readLast updated: January 21, 2026
Add as preferred source on GoogleAdidas predicts a $140 million loss in operating profit by 2025 due to US tariffs, with the biggest impact in Q4. Price hikes in the US aim to offset this.
(Reuters) -Adidas expects U.S. import tariffs to have a direct impact of 120 million euros ($140 million) on its operating profit in 2025, with the largest hit coming in the fourth quarter, its CEO said on Wednesday.
"The indirect impact of the tariffs, we don't know. We do not know how the consumer will react in the U.S. when these higher prices come to effect," CEO Bjorn Gulden said during a media call.
Adidas has increased prices in the United States to offset the impact of tariffs.
($1 = 0.8575 euros)
(Reporting by Linda Pasquini in Gdansk and Helen Reid in London, editing by Milla Nissi-Prussak)
Operating profit is the profit a company makes from its core business operations, excluding any income derived from non-operational activities, such as investments or sales of assets.
Consumer perception refers to the way consumers view and interpret a brand, product, or service based on their experiences, beliefs, and marketing influences. It plays a crucial role in purchasing decisions.
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