Michael Jordan, Shaquille O’Neal & More at Mercy as Verdict Awaits on US Tariff Plea

Basketball icons are taking their sneaker empires to Washington—no product drop in sight. A Washington tariff showdown now threatens the sneaker fortunes of Michael Jordan, Shaq, and other sports legends, who have become just as synonymous with footwear empires as they are with basketball glory.

In case you missed it, a recent report by Sole Retriever revealed a bold move by former President Donald Trump. He’s revived one of his go-to economic strategies—tariffs—this time in the form of a sweeping reciprocal tariff plan. Aimed at correcting trade imbalances with America’s global partners, the plan was unveiled in early April and includes import duties that skyrocket up to 145 percent on consumer products, including footwear.

Trump’s plan drew an immediate backlash from the Footwear Distributors & Retailers of America (FDRA). On April 29, a formal letter made its way to President Trump’s desk, penned by FDRA and backed by 76 major brands like Nike, Adidas, Puma, Skechers, Crocs, and Under Armour. Their plea, as reported by Sole Retirever: Spare the footwear industry from the weight of these tariffs. Beyond long-term anxiety, the FDRA warned of an immediate cash-flow crisis for inventory already en route to U.S. ports. Many companies simply don’t know how they’ll handle the sudden costs for goods already arriving at US ports.

Their request was simple and direct: drop footwear from the newly announced tariff list. The Sole Retirever article further mentioned industry leaders argue that these tariffs could inflict serious damage on American businesses, and inflate prices for everyday consumers. And ultimately fail to bring any manufacturing jobs back home.

Now, let’s talk about how this might hit some of basketball’s biggest brand moguls. It’s no secret that the Jordan Brand—Nike’s golden goose tied to Michael Jordan—has been a massive success. Michael Jordan’s Air Jordan line has generated roughly $1.5 billion in royalties for Jordan since 1986. So, yes, this tariff situation could have serious financial ripples for MJ himself.

Michael Jordan (USA / Chicago Bulls) präsentiert den neuen AIR JORDAN BLACK CAT Sneaker von Nike – PUBLICATIONxINxGERxSUIxAUTxHUNxONLY (nyp97090908)

Then there’s Shaquille O’Neal, who took over as President of Basketball Operations at Reebok in 2023. His vision? To outpace giants like Nike and, in his words, “take over the world with Reebok.” That dream just got a lot tougher, thanks to rising import costs—even though his rivals will also feel the pinch. Stephen Curry’s Under Armour–branded Curry line, launched in 2020, likewise faces steeper costs. His attempt to mirror the success of the Jordan Brand could hit a snag if tariffs hike production costs.

And let’s not forget Dwyane Wade. After leaving Jordan Brand, he signed a 10-year deal with Chinese company Li-Ning in 2012. Wade secured an equity stake and rolled out his signature Way of Wade line. But with imports potentially costing more than ever, Wade’s business could be facing its own set of challenges. Each of these athletes built something bigger than basketball, but now, their billion-dollar empires are at the mercy of a policy decision. For some reason, however, Jordan Brand now faces pressure from both soaring duties and bizarre ICE profiling.