First responder discounts cover police, firefighters, EMTs and often 911 dispatchers, but each retailer words it differently, and some limit it to one product line. Here is what we confirmed from retailers’ own terms.
| Retailer | Discount | Limit | Who qualifies | Where | Verification | Checked |
|---|---|---|---|---|---|---|
| adidas | 30% off select full-price items | Up to $250, one use; ends Dec 31, 2026 | First responders | adidas.com/us | ID.me | Oct 7, 2026 source |
| AT&T | FirstNet (active); 20/15/10% Appreciation (retired police, fire) | Active responders via FirstNet; retired police and firefighters | Online + stores | FirstNet / AT&T form | Oct 7, 2026 source | |
| Brooks Running | 25% off full-price items | 3 codes per rolling 12 months | First responders | Online only | ID.me | Oct 7, 2026 source |
| Carhartt | 15% off apparel and accessories | Not stated | First responders | Online + in store | ID.me | Oct 7, 2026 source |
| Columbia Sportswear | 10% off | None stated | Military and first responders | Online (+ in store with ID) | ID.me | Oct 7, 2026 source |
| Costco | New members: $40/$20 Shop Card | First year | Fire, EMS, EMTs, law enforcement | Online sign-up | SheerID | Oct 7, 2026 source |
| Crocs | 15% off select styles | Single-use code | First responders | Crocs.com only | ID.me | Oct 7, 2026 source |
| HOKA | 15% off (since April 2026) | 6 uses per year | First responders | Online only | ID.me | Oct 7, 2026 source |
| New Balance | 15% off full-price items | One code per 30 days | First responders | newbalance.com only | ID.me | Oct 7, 2026 source |
| Nike | 10% off most items | First $500 per code; new code every 7 days | EMTs, firefighters, law enforcement | Nike.com and app only | SheerID | Oct 7, 2026 source |
| Salomon | Amer Sports Pro Club pricing (not published) | Annual spending limit | Law enforcement, firefighters (by application) | Online | Pro Club application | Oct 7, 2026 source |
| Sam's Club | New members: Club $20, Plus $50 | First year | Active and former US first responders | Online sign-up | ID.me | Oct 7, 2026 source |
| SCHEELS | 40% off MSRP on Vortex only | Vortex products only | Firefighters, police, EMTs, 911 dispatchers | SCHEELS.com | ID.me | Oct 7, 2026 source |
| T-Mobile | First Responder plans: same prices as military plans | Yearly re-verification | Firefighters, EMTs, police incl. retired and volunteer | Online + stores | T-Mobile verification | Oct 7, 2026 source |
| Tractor Supply | 2% back + quarterly 5% coupon (holiday 10%) | 5% coupon once per quarter | Current and former first responders | Online + in store | ID.me | Oct 7, 2026 source |
| Under Armour | 20% (10% at Factory House) | None stated | Police, firefighters, EMTs | Online + Brand House stores | ID.me | Oct 7, 2026 source |
| Verizon | 10% per line on Simplicity; $10-$25/account on myPlan | Firefighters, EMTs, police incl. retired and volunteer | Online + stores | ID.me | Oct 7, 2026 source |
What the fine print shows
- Highest: SCHEELS 40% off MSRP, but only on Vortex optics. For general shopping, adidas 30% (once) and Brooks 25% lead.
- Application, not a code: Salomon works through the Amer Sports Pro Club with unpublished prices.
- Perks instead of a percentage: Tractor Supply gives 2% back and a quarterly 5% coupon.
- Online only at Nike, adidas, New Balance, Crocs, Brooks and HOKA.
Frequently asked questions
Which stores give first responders a discount?
Among those we checked: Nike, adidas, Under Armour, New Balance, Crocs, Brooks, HOKA, Columbia, Carhartt, Tractor Supply, SCHEELS (Vortex only) and Salomon (Pro Club).
Do 911 dispatchers qualify for first responder discounts?
Some programs name them: SCHEELS' Vortex program lists 911 dispatchers. Most others list police, firefighters and EMTs, so check the exact wording.
CoupBuzz re-checks these programs against each retailer’s own pages and updates this page when they change. Last check: October 7, 2026. How we verify.