As the U.S.-China trade conflict escalates, running gear brands are finding themselves on the frontlines — and some may not survive the battle. The latest blow comes from former President Donald Trump’s revived economic pressure campaign, which includes a stunning 145% import tax on goods tied to China. For major players like Adidas, tech innovators like Coros, and a host of smaller performance gear brands, the cost of doing business just skyrocketed.
While tariffs have long been part of geopolitical strategy, this particular increase — aimed at punishing Chinese-linked supply chains — hits hardest in the world of athletic footwear, wearables, and apparel. Adidas, although based in Germany, manufactures a significant portion of its products in China. Coros, a rising star in GPS watch technology, is even more directly tied to Chinese manufacturing and investment.
The result? Companies must now either absorb massive costs, pass them onto consumers, or relocate manufacturing quickly — a costly and time-consuming feat. For smaller brands, these tariffs could be fatal. Even giants like Adidas face tough choices: either raise prices significantly or risk their margins in the hyper-competitive U.S. market.
Beyond the brands themselves, consumers will feel it too. Expect to see higher prices at checkout, fewer choices on shelves, and delays in product innovation as companies shift focus to damage control.
This tariff wave isn’t just about politics — it’s reshaping the landscape of global athletic gear, turning economic policy into a real-world disruption of how we run, train, and shop.
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