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The Journal.

Made in America? Shoe Companies Already Tried That.

The Journal.

The Wall Street Journal

Daily News, Business News, News

4.25.3K Ratings

🗓️ 8 May 2025

⏱️ 16 minutes

🧾️ Download transcript

Summary

President Donald Trump sees tariffs as a way to bring more manufacturing to the United States. But Nike and other sneaker companies have tried to move production out of Asia before. WSJ’s Jon Emont describes the cautionary tale of Nike’s attempt to make tens of millions of sneakers using high-tech manufacturing in Guadalajara, Mexico. Annie Minoff hosts.  Further Listening: -A Tariff Loophole Just Closed. What That Means for Online Shopping.  -China Unleashes a Trade War Arsenal  Sign up for WSJ’s free What’s News newsletter. Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0

Americans love their sneakers.

0:08.6

These are blue Adidas, Campus O's.

0:11.4

I'm literally obsessed with them.

0:12.1

Let me grab the 740B2s and the 1130.

0:14.1

This is a pair of Nike Air Mags.

0:16.4

I just want some good looking Jordan 11s.

0:19.8

Most of those shoes are made in Asia in three countries, Vietnam, Indonesia, and China.

0:26.7

And it's been this way for now about 20 years.

0:29.6

That's my colleague John Imont.

0:32.3

Whether it's Adidas or Nike or Under Armour, they're making their shoes in these three countries,

0:37.8

and they're kind of the Goldilocks countries for shoes.

0:41.0

That's the way most modern shoemaking is done.

0:44.3

Shoes are crafted in factories in Asia

0:46.2

by tens of thousands of laborers making relatively low wages,

0:50.1

and those shoes are then shipped and sold all over the world.

0:54.3

But President Trump would like to change that.

1:01.1

Donald Trump has introduced tariffs on Asian countries,

1:06.1

including the three Asian shoemakers we discussed, Vietnam, Indonesia, and China.

1:12.4

And the stated purpose of that is to bring back manufacturing to the United States.

1:18.4

Though some of Trump's tariffs have been paused, shoe companies are still facing pressure to move production back home.

1:26.1

But actually making shoes in North America would be incredibly tough to pull off.

1:31.8

And shoemakers know that from experience.

...

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