LOLZLetter 320 | How Tariffs Could Affect Running Shoes
Welcome,
What a busy weekend. My husband and I celebrated 10 years of marriage and I ran the Mountains 2 Beach Half. And spoiler: I finally ran under 1:30 again. I needed a lot to go right for that to happen again, and unfortunately, a lot has not gone right in the last several halves I've run. But I did it and I'm still surprised about it. I'll have more eventually.
Onto the newsletter.
Note before we dive into it: this isn’t political, just facts.
I created an easy to share graphic on Friday about the tariffs and running shoes, but here is more. If you’ve been side-eyeing the price tag on your favorite running shoes lately, you’re not alone. The prices of running shoes in the United States are rising and it’s not just inflation or brands randomly charging more because they can. A big part of the story right now involves tariffs, especially on imports from countries like Vietnam and China, where a huge chunk of running shoes are made. So, let’s break it down and talk about why your next pair of trainers might cost a lot more than you remember.
Are Running Shoes Going Up in Price Due to Tariffs?
Yes, running shoes are getting more expensive in 2025 because of increased U.S. tariffs on imports from major manufacturing countries like Vietnam, China, and Indonesia. These new tariffs can add anywhere from $50 to over $100 to the retail price of a single pair of shoes. Not all shoes and brands are affected the same way.
In April 2025, the U.S. government announced a fresh wave of tariffs aimed at imports from specific countries, and unfortunately, this includes a lot of the places where running shoes are made. Vietnam, China, and Indonesia all got hit with new or increased tariffs, and that’s where brands like Nike, Adidas, HOKA, and many others do a lot of their manufacturing.
What Are Tariffs, Anyway?
Tariffs are taxes that governments charge on products imported from other countries. When a brand brings shoes into the U.S. from overseas, like from Vietnam or China, it pays a tariff, and that cost often gets passed on to you, the consumer.
Most athletic shoes already have a base tariff between 20% and 37.5%, depending on the shoe’s materials and design. (This means they aren't going from 0 to 46 but some are going 37.5 to 46%). But in 2025, new tariffs were added or increased for key manufacturing countries. For example:
Vietnam: Up to 46% total tariff on some athletic shoes.
Indonesia: Facing increases of around 32%.
China: Already under heavy restrictions, now seeing up to 145% in tariffs on certain goods, including some performance footwear.
That means if a brand previously paid $40 to import a pair of shoes, a 46% tariff could add nearly $20 more in fees, raising the final price by $50–$100 or more after retail markup.
Tariffs are often used to pressure foreign governments or to encourage more U.S.-based production, but in the short term, they usually mean higher prices for consumers, especially on everyday items like running shoes.
How Much Will Running Shoes Cost in 2025?
Vietnam is the big one here. It’s a top supplier of athletic shoes to the U.S., and now faces tariffs up to 46%. That alone could add $50–$100 to the retail price of a shoe. China, which was already facing trade restrictions, is now looking at tariffs as high as 145% on some goods. Even Indonesia, another footwear giant, is dealing with a 32% increase.
To be clear, this doesn’t mean that every shoe is going to instantly shoot up in price overnight. Some brands stocked up ahead of the tariffs taking effect. Others are trying to eat the costs for now or shift manufacturing elsewhere. But it’s not sustainable long-term, and we’re already seeing changes. Some runners are stocking up early, and some shoes, especially popular models, are getting harder to find at their original prices.
Now, keep in mind if you buy 100 pairs of running shoes, and some sit for years until you use them, they aren't going to last as long. The cushion does deteriorate.
How Are Running Shoe Brands Responding?
Not surprisingly, a lot of brands are scrambling. Some are looking at countries like India, Mexico, or even the U.S. for manufacturing, but that’s not an easy switch. Setting up production in a new country takes time, money, and retraining. You can’t just snap your fingers and move a whole factory.
Others are being more transparent and saying “hey, prices are going up and here’s why.” But even for the most loyal runners, there’s a breaking point. A neutral daily trainer that used to be $120 now sitting at $180 or even $200? That’s a big difference, especially when you replace shoes every few hundred miles.
Is This Just About Running Shoes?
Nope, this isn’t just a running shoe issue, it’s part of a larger trade battle. But the thing is, runners tend to notice these price hikes more because we rely on specific gear. When you find a shoe that works for your gait, your training, and your injury history, you stick with it. So having that model suddenly jump in price (or disappear entirely) hits harder than, say, your favorite snack going up a quarter.
Should You Buy Running Shoes Now or Wait?
Honestly, if you have a favorite model and you see it at the usual price, it might be a good time to grab a pair or two. Some retailers haven’t updated prices yet, and some brands might be slow to roll out the increases. If you’re switching models or trying something new, just be aware that prices across the board may keep trending upward.
What About Carbon Plated Shoes?
Carbon-plated shoes like the Nike Alphafly, adidas Adios Pro, Saucony Endorphin Pro, and others already hover between $200 and $300. Add a 32–145% tariff (depending on country of origin), and suddenly we’re looking at retail prices closer to $350–$400. Oomph.
Low production volume = less flexibility.
Carbon-plated shoes are already produced in smaller quantities than daily trainers. That means less ability for brands to move production quickly or absorb the costs without raising prices. They can’t “make it up in volume” like they sometimes do with more widely sold models.
Potential for price increases or limited U.S. availability.
Some brands may raise prices on U.S. consumers while keeping them lower in other regions. Others may limit how many carbon-plated shoes even make it to U.S. retailers. We’ve seen this before with special colorways or high-demand models. Tariffs just give brands one more reason to tighten supply.
Resale and “stock up” behavior may spike.
Expect people to start hoarding discounted carbon shoes from last season or buying directly from international sites when possible. That could also push prices up on resale platforms like StockX or eBay for models that are hard to find or already discontinued.
If you’re training for something big or just like to be prepared, now’s a good time to be strategic about your purchases. Otherwise, just know that sticker shock might be the new normal… at least for now.
As always, if you enjoy the newsletter consider sharing or leaving a comment!
What is Keeping Me Entertained?
RUNHER Magazine: A new quarterly magazine out that supports female runners.
She’ll Always Have Paris: Allie Wilson’s road to the Olympics was anything but smooth, but her story proves that some dreams are worth the struggle. I've followed Allie since living in New Jersey, so this was fun to read.
One thing to note is that the tariff percentages are not on the retail cost that the consumer sees. Tariffs are on the cost that the company pays to have it made, often referred to as the FOB (freight on board) cost. For instance, if a pair of running shoes from Vietnam retails at $140, we would not see a 47% increase on the retail price. But the shoe company will now have to pay a 47% tariff on their FOB cost for the shoe. So if they have it made for $28, they will now be paying a little over $41 to import the shoe.