Brooks Running Will Not Raise Prices for Consumers But...

Brooks Running Price Increase Statement

Brooks Running CEO Dan Sheridan stated that the brand will not "punish" consumers. However, due to customs tariffs, a price increase of 2% to 3% is expected in 2026. Sheridan emphasized that this situation affects our costs, but added that with a complete supply chain approach, the price increase has been kept as limited as possible.

Consumers will see higher prices on Brooks products, but a specific time frame was not mentioned. "If we reduce demand and slow the momentum of our products, that would be a bad scenario," he said.

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Brooks Running has recorded annual growth for the past nine quarters, and revenue increased by 17% in the third quarter. However, it remains to be seen how long this momentum will last as customs tariffs begin to take effect.

The decision to raise prices marks a change for Brooks, which has long positioned itself as a consumer-friendly brand. Sheridan noted that overall costs have increased in some supply chain segments, emphasizing that they are working with production and distribution partners.

Rising prices could affect consumer demand as 2026 approaches. Consumer spending based on inflation is already showing signs of contraction. Other sports brands such as Nike (NKE) and Adidas (ADDYY) have reported weakness in demand in North America. Restaurant chains are also experiencing sales pressure among young consumers aged 25 to 34.

However, Brooks appears to be shielding itself from this trend. Sheridan stated that running participation is at an all-time high and people are investing in their health and well-being.

This activity has allowed Brooks to gain a 1% market share in performance running shoes in the U.S. market, possessing three of the six best-selling adult sneaker models nationwide. Over the past five years, the average retail price of running shoes has increased by 40%.

Now, the main challenge is whether the brand can sustain this momentum. While a price increase of 2% to 3% may seem minor, for premium shoes already priced over $100, it might begin to raise the psychological threshold for ordinary runners.

Brooks believes that with the growing global running base and a high-quality reputation, consumers will continue to lace up their shoes. According to third-quarter data, the company is rapidly expanding in Europe and Asia, particularly in Latin America, with revenue increasing by 23% and 82% respectively in those regions.