The dominance of the secondary sneaker industry appears to have changed. According to a recent StockX analysis, in 2024, the market shares of Jordan and Nike—longtime mainstays in the reselling industry—have decreased. Asics and Adidas have experienced the largest growth in market share. When comparing market share between January and July 2024 to the same time in 2023, StockX reports that Jordan and Nike had declines of 11 and 12 percent, respectively. Adidas’ market share has increased by 69% during the same period, whereas Asics’ has increased by 275% on StockX.
Haines is also keeping an eye on the labels On, Saucony, and Mihara Yasuhiro. Two of the top three “Overplayed Silhouettes” in the study, as assessed by StockX by examining movement on the platform from year to year, are also owned by Nike and Jordan. According to StockX, throughout the previously indicated period, the average price of the Nike Dunk fell by 14%, and the average price premium declined from 37% to 15%. According to StockX, the average price of the Jordan 1 fell by 18%, and the average price premium declined from 46% to 17%. The New Balance 550, the third model on the list, saw a 25% decrease in average price, and the average price premium decreased from 8% to -28 percent.
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