This Sneaker Brand Keeps Raising Prices—and Consumers Don’t Seem to Care

On became one of the world’s fastest-growing running shoes with its Swiss cheese-like soles and minimalist, tech-forward aesthetic. To outrun tariffs, though, it is standing still.

Facing down duties of up to 20%, the Swiss footwear brand didn’t stockpile merchandise to get ahead of the levies, didn’t negotiate with its factory partners to split the extra duties, and it hasn’t asked retailers to help soften the blow.