Adidas Files ‘SKYCHASER’ Trademark Amid New Tariffs Shaking Up the Fashion Industry
Apr/06/2025
On April 1, Adidas applied for the ‘SKYCHASER’ footwear trademark in the U.S., marking another strategic expansion in its extensive portfolio. This move comes amid President Trump’s controversial new tariffs, set to impose substantial duties on major apparel exporters like China and Vietnam. Industry experts warn that these changes may severely disrupt supply chains, inflate costs, and force brands to reconsider production strategies.
Adidas’s recent trademark filing for ‘SKYCHASER’ reflects the company’s ongoing brand innovation, even as a storm brews within global apparel markets due to newly announced tariffs. Effective April 5, Trump’s policy introduces a baseline 10% tariff, escalating significantly for critical trading partners such as China (34%), Vietnam (46%), and Bangladesh (37%). The apparel sector already faces notoriously high import duties, nearly triple the national average. Analysts predict severe impacts: brands such as Nike and Abercrombie & Fitch, deeply reliant on these regions, may soon grapple with rising production costs and strained supply chains. These tariffs could also pressure fast-fashion giants like Shein, eroding their low-price advantage. Ultimately, the U.S. fashion industry faces tough choices between absorbing extra costs, passing them onto consumers, or relocating manufacturing. The following chart shows the country of origin share in U.S. trademark publications for apparel or footwear in 2024, offering insight into how dependent the American market is on foreign production hubs.
As the tariffs loom, industry reactions vary widely. Steve Lamar of the American Apparel and Footwear Association criticized the move, citing the disproportionate impact of tariffs on clothing essentials. Experts like David Swartz from Morningstar warn that reshoring apparel manufacturing to the U.S. is unrealistic without massive financial support. In contrast, resale platform ThredUp praised the tariffs as a catalyst toward sustainability, curbing fast-fashion imports and promoting secondhand consumption. Analysts from GlobalData and William Blair highlight looming price hikes and reduced consumer spending power, especially as brands struggle to adapt their global operations. With tariff impacts imminent, brands must either innovate rapidly or brace for a lengthy period of market turbulence. Meanwhile, companies like Zara’s Inditex plan further U.S. expansions despite potential headwinds, underscoring fashion’s complex resilience amid uncertain times. The following tag cloud shows trends in keywords used in U.S. trademark publications for apparel or footwear in 2024, offering insight into shifting brand priorities and product focus in a turbulent trade environment.
