U.S. President Donald Trump is getting his tariffs. Companies are making it clear how they intend to deal with it - passing them on to American consumers.

Consumer product giant Procter & Gamble announced on Tuesday that it would raise the prices of around 25% of its products, in part due to higher costs from President Donald Trump’s tariffs.

Adidas may increase U.S. prices due to tariffs potentially adding €200 million in costs. Shares dropped by 7%, reflecting concerns about growth amid trade policy volatility. Despite strong sales, Adidas is facing pressure to deliver positive forecasts for H2 2026 to reassure investors.