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"The tariffs are just now starting to roll in to our cost of goods. But we really tried to take a full supply chain approach to this. We didn't want to punish the consumer."Shoppers can expect to see higher-ticket items across Brooks' lineup next year, though Sheridan didn't specify a time."If we dampen demand and slow momentum for our products, that's a bad scenario," he added.Shares of parent company Berkshire Hathaway (BRK-B) were little changed Friday after reporting robust third quarter earnings. Year to date, the stock is up more than 5%.Brooks Running has logged nine straight quarters of year-over-year growth, with revenue rising 17% in Q3 and double-digit gains across all major regions. That momentum, however, may be tested as tariffs start to bite.Read more: What Trump's tariffs mean for the economy and your walletThe decision to raise prices — even modestly — marks a shift for a company that has long positioned itself as a stable, consumer-friendly player.Sheridan said Brooks has worked closely with manufacturing and distribution partners to limit the price impact, even as total costs have surged in some parts of the supply chain.Still, higher prices could test consumer appetite heading into 2026, especially as inflation-fatigued shoppers pull back on discretionary spending. Athletic peers like Nike (NKE) and Adidas (ADDYY) have already warned of softer North American demand — particularly among younger consumers — while restaurant chains like Chipotle (CMG) have pointed to sales pressure from 25-to-34-year-olds.So far, Brooks seems insulated from that trend. "Participation is at an all-time high," Sheridan said, referencing running. "People are investing in their health and wellness."Dan Sheridan, CEO of Brooks Running, speaks with shareholders during the Berkshire Hathaway Inc. annual shareholders' meeting, in Omaha, Nebraska, U.S., May 2, 2025. REUTERS/Brendan McDermid · REUTERS / ReutersThat enthusiasm to get moving has propelled Brooks to nab the No. 1 spot for market share in US performance running footwear, capturing three of the top six adult styles sold nationally. Average retail prices for running shoes have climbed 40% in the past five years.The challenge now is whether the brand can maintain that momentum. A 2% to 3% price bump may sound minor, but for premium shoes that already cost over $100, the psychological threshold for casual runners could start to rise.Brooks' bet is that a growing global base of runners — and a strong reputation for quality — will keep shoppers lacing up regardless. In Q3, the company expanded rapidly in Europe and Asia, including Latin America, where revenue jumped 23% and 82%, respectively.Terms and Privacy PolicyPrivacy & Cookie SettingsMore InfoS&P 5006,843.37 +21.03 (+0.31%)Dow 3047,560.46 +38.34 (+0.08%)Nasdaq23,754.53 +173.38 (+0.74%)Russell 20002,463.16 -2.80 (-0.11%)VIX17.96 +1.05 (+6.22%)Gold3,996.00 -19.90 (-0.50%)PortfolioSign in to access your portfolioSign inTop gainersBHF Brighthouse Financial, Inc. 57.87 +12.18 (+26.67%)ILMN Illumina, Inc. 121.98 +22.97 (+23.20%)ATEC Alphatec Holdings, Inc. 19.26 +2.93 (+17.94%)TWLO Twilio Inc. 132.88 +20.01 (+17.73%)BFAM Bright Horizons Family Solutions Inc. 108.05 +15.77 (+17.09%)Top losersATGE Adtalem Global Education Inc. 99.60 -42.17 (-29.75%)SPSC SPS Commerce, Inc. 79.54 -24.35 (-23.44%)ABR Arbor Realty Trust, Inc. 9.76 -1.79 (-15.52%)TBBK The Bancorp, Inc. 65.40 -11.80 (-15.28%)DXCM DexCom, Inc. 57.72 -10.48 (-15.37%)Most activeAMZN Amazon.com, Inc. 246.30 +23.44 (+10.52%)NVDA NVIDIA Corporation 204.08 +1.27 (+0.63%)NOK Nokia Oyj 6.83 -0.31 (-4.28%)OPEN Opendoor Technologies Inc. 7.78 +0.43 (+5.93%)PLUG Plug Power Inc. 2.6150 -0.0350 (-1.32%)Earnings eventsMy earnings eventsEarnings eventsTrending tickersAMZN Amazon.com, Inc. 246.41 +23.54 (+10.56%)HKD AMTD Digital Inc. 3.6100 +1.9200 (+114.14%)NFLX Netflix, Inc. 1,125.14 +36.14 (+3.32%)QS QuantumScape Corporation 17.64 +1.85 (+11.75%)MRVL Marvell Technology, Inc. 93.13 +4.56 (+5.15%)Top economic events