Adidas is pushing ahead with an aggressive growth strategy in the United States, even as newly imposed U.S. tariffs linked to President Donald Trump’s trade policies weigh on the company’s finances.
During a briefing with analysts on Wednesday, CEO Bjorn Gulden acknowledged the company expects the tariffs to lead to an estimated €120 million hit this year. But he emphasized that the sportswear giant is prioritizing long-term expansion in North America rather than dwelling on short-term challenges.
The U.S. is one of Adidas’s most crucial growth markets, representing more than 20 percent of global sales. Gulden said the company is significantly increasing investments in college sports partnerships and brand visibility, aiming to strengthen its presence in a region historically dominated by Nike.
“We know the gap to Nike is large,” Gulden said, “but the ambition is to double our business in the U.S.”
The company is also managing the fallout from last year’s termination of its Yeezy line, following antisemitic remarks from creator Ye (formerly Kanye West). The end of the partnership contributed to a five percent drop in North American revenue in the third quarter.
Despite these hurdles, Adidas has raised its full-year profit forecast to €2 billion—an increase from its earlier projection of up to €1.8 billion—suggesting confidence that strategic investments and new product pipelines will offset tariff-related costs.
While Gulden admitted the company is uncertain how U.S. consumers will react to potential price increases caused by import levies, he stressed that Adidas’s focus remains on capturing more of the world’s largest sportswear market.
“Our priority is growth,” he said. “Tariffs are temporary—brand momentum is not.”
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