Nike, Adidas, Under Armour and Other Brands Call on Trump to Halt Tariffs That Could Devastate Industry

America’s biggest names in footwear are putting pressure on Trump to back off new tariffs that they say could cripple the industry. In a letter sent this week, the Footwear Distributors and Retailers of America (FDRA) asked the White House for immediate relief from what they call an “existential threat” — the reciprocal tariffs that have hit key supplier countries hard.

Signed by 76 brands including Nike, Adidas, Skechers, and Under Armour, the letter warns that Trump’s sweeping trade measures could shut down businesses, spike prices for consumers, and lead to empty shelves in U.S. stores.

“Many companies making affordable footwear for hardworking lower and middle-income families cannot absorb tariff rates this high, nor can they pass along these costs,” the letter reads. “Without immediate relief… they will simply shutter.”

The tariffs, originally announced on April 2, target countries like China, Vietnam, and Cambodia — all major producers for U.S. shoe brands. Though the administration eased the initial rate of over 45% for Vietnam and Cambodia down to 10% for a temporary 90-day period, the rate on Chinese imports has skyrocketed to 145%.

The FDRA says some brands are already delaying orders due to the uncertainty, which could lead to a shortage of inventory for U.S. shoppers this summer. Trump’s full tariff policy is scheduled to ramp up again in July.

Adidas has already warned of higher prices hitting American consumers. Nike echoed that concern, citing global tariffs and economic instability as factors that could hurt current-quarter sales.

According to the trade group, footwear companies were already grappling with hefty duties — particularly on children’s shoes — even before the latest tariffs. Combined with Trump’s new policy, the industry now faces effective rates between 150% and 220%.

“This is an emergency that requires immediate action,” the FDRA stated. “The American footwear industry does not have months to adjust business models and supply chains while absorbing this unprecedented and unforeseen tariff regime.”

The letter also challenged Trump’s assertion that these tariffs would bring manufacturing back to the U.S., arguing that instead, they create the kind of economic instability that stifles investment and long-term planning.