Sneaker resale is blowing up, and sooner or later brands are going to have to pay attention.
Sneaker reselling is projected to become a $6 billion business globally by 2025, according to a recent analysis from Cowen & Co. The growth is mainly in Europe, North America, and China, where sneaker culture has flourished and demand for rare sneakers has driven prices up exponentially.
It’s easy to see who benefits from this: the reselling platforms like StockX, Goat, and Flight Club, which specialize in authenticating and selling these goods for the buyers who lust after them.
It’s less easy to see what brands like Adidas and Nike, who make most of the sneakers collectors want, stand to gain from releasing a sneaker in limited qualities, only for them to get snapped up immediately by resellers who then put them on these platforms for up to five times the original price.
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