Back-to-school shopping season is just around the corner. For retailers, it’s one of the most important (and competitive) times of the year.
But now, some of the biggest names in footwear say a new threat is closing in: tariffs.
More than 80 footwear brands and retailers — including Nike, Adidas, and Under Armour — have joined forces to urge President Donald Trump to keep critical tariff exclusions in place for imported footwear.
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The companies argue that without these exclusions, prices on everything from sneakers to rain boots could spike at the worst possible time: right before families gear up for fall.
These brands are no strangers to global supply-chain headaches. But this time, they’re not just lobbying for themselves — they say consumers will take the hit, especially those already feeling inflation’s impact.
Families may feel the impact of rising tariffs before the first school bell rings.
Image source: Shutterstock
Footwear industry warns that families will pay the price
The coalition, led by the Footwear Distributors and Retailers of America, is urging the government to extend the tariff relief that’s set to expire soon.
Their message? American families can’t afford another price hike — especially not during back-to-school shopping, when demand for kids’ shoes is at its peak.
In a letter to President Donald Trump, the group said the tariffs directly increase costs for working families and warned that letting the exclusions expire would only make it worse.
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“If the current situation continues, American footwear workers and consumers will suffer,” the coalition warned. “This is an emergency that requires immediate action and attention.”
They also emphasized that most affordable footwear sold in the U.S. is imported, and shifting production isn’t just expensive — it’s impossible to do quickly. They warned that the industry simply does not have the time or flexibility to overhaul business models and supply chains while absorbing the “unprecedented and unforeseen tariff regime.”
Families could face fallout from new tariffs
The push for continued tariff relief comes at a critical moment.
Retailers are still recovering from pandemic-era supply chain disruptions, and consumer budgets remain tight.
Tariff hikes could force brands to either absorb costs or pass them on, neither of which is ideal during one of the year’s biggest shopping periods.
With no guarantee from the government yet, the pressure is mounting. And for the footwear industry, the fear isn’t just about margins — it’s about how hardworking families (and their children) could be the ones who suffer most.
The clock is ticking, and if relief doesn’t come soon, families may find themselves paying the price before school even starts.
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