Reebok founder on Trump tariffs: It's virtually impossible to make sneakers in US

Reebok founder on Trump tariffs: It's virtually impossible to make sneakers in US

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  • Reebok founder on Trump tariffs: It's virtually impossible to make sneakers in US</p>

<p>Grace L. WilliamsJuly 14, 2025 at 9:07 PM</p>

<p>Listen and subscribe to Opening Bid Unfiltered on Apple Podcasts, Amazon Music, Spotify, YouTube, or wherever you find your favorite podcasts.</p>

<p>Trump tariff realities.</p>

<p>A switch to making sneakers in the US from the likes of China and Vietnam is "virtually impossible overnight," Reebok founder Joe Foster told Yahoo Finance Executive Editor Brian Sozzi in a new episode of the Opening Bid Unfiltered podcast (see video above or listen below). "It's not something you can just turn the switch on."</p>

<p>"You've got to go somewhere where you've got a lot of people who are quite willing to sit on a machine [and the] production line," he added. "That doesn't happen overnight. In fact, in the UK, we can't get people to do that. They won't do it."</p>

<p>With the Trump administration's tariffs, Reebok and its rivals, such as Nike (NKE), Under Armour (UAA), and Sketchers (SKX), face a pressured and uncertain future.</p>

<p>Read more: What Trump's tariffs mean for the economy and your wallet</p>

<p>As of July 9, the administration announced the reciprocal tariff deadline would be pushed to Aug. 1, and an initial agreement with Vietnam would place 20% tariffs on goods shipped to the US, with no tariffs on US goods going into Vietnam. The Trump administration has also threatened a 30% tariff on Mexico, which is also a key sourcing region for footwear making.</p>

<p>No trade deal with China — the most important region for footwear makers — has been secured.</p>

<p>One concern about moving supply chains is whether the quality of goods will remain. Foster, who has overseen Reebok's manufacturing process throughout Asia, finds that "the techniques and the people actually go with the machinery."</p>

<p>Shoes run in Foster's family.</p>

<p>Foster, 90, is a Bristol, UK, native and the author of "Shoemaker." His grandfather, also named Joe Foster, created spiked running shoes in 1895 at the age of 15. While the family business, JW Foster & Sons, is where Joe and his brother got their start in the shoe business, they eventually went on to start Reebok in 1958.</p>

<p>Foster retired in 1997, and Adidas (ADS.DE) acquired Reebok in 2005.</p>

<p>Foster's newest venture is in artificial intelligence, courtesy of a partnership with Syntilay. This partnership will design and create customized footwear and give Foster the potential to be at the forefront of the footwear revolution again.</p>

<p>Each week, Yahoo Finance Executive Editor Brian Sozzi fields insight-filled conversations and chats with the biggest names in business and markets on Opening Bid Unfiltered. You can find more episodes on our video hub or watch on your preferred streaming service.</p>

<p>Grace Williams is a writer for Yahoo Finance.</p>

<p>Click here for all of the latest retail stock news and events to better inform your investing strategy</p>

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