Core Insights - Vietnam's footwear exports to the U.S. experienced a significant decline of 27.3%, dropping from $840 million in August to $611 million in September, following the implementation of new tariffs in August [1] Group 1: Tariff Impact - The reciprocal tariff rate for Vietnam was set at 46% in April, which was a reduction from the 90% tariff imposed on U.S. exports [2] - A preliminary U.S.-Vietnam trade deal established a new reciprocal tariff rate of 20%, which is applied on top of existing duties [4] Group 2: Industry Dynamics - Vietnam emerged as the largest beneficiary of footwear production diversification from China, particularly since 2019, with major brands like Nike and Adidas producing a significant portion of their footwear in Vietnam [3] - Allbirds, a sneaker brand primarily manufacturing in Vietnam, proactively reduced inventory purchases for fall 2025 and spring 2026 to manage potential cost pressures, while planning for new product offerings with higher price points [6] Group 3: Company Responses - On Holding AG's CEO indicated that the company is facing a 40% tariff rate but remains optimistic about compensating for higher costs through selective price increases and innovative products [5]