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Luxury Brands are Shifting into Sneaker Resell Establishing the Importance of the Once “Niche” Market

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While details of the deal were not disclosed, the partnership will help expand Stadium Goods, the streetwear and sneaker resale store and e-commerce site that’s grown quickly over the past two years. Jed Stiller and John McPheters founded StadiumGoods.com and opened its SoHo shop in October 2015. Stiller previously worked in hospitality and was a partner and angel investor in Swarm Mobile, which was acquired by Groupon in 2014. McPheters spent 10 years working in e-commerce and ran social media and brand communications for clients at Team Epiphany, a marketing agency. Stadium Goods […]

Source: LVMH Luxury Ventures invests in Stadium Goods – CPP-LUXURY

This morning two announcements took place that has placed sneaker “resell/resale” squarely in the target of the retail space. Flight Club and GOAT aligned to form what could be potentially the largest resell platform and future store chain in the third party resale market.

Flight Club X Goat Merge For The Largest Sneaker Marketplace, A Game Changer

Also announced this morning is that luxury brand Louis Vuitton (LVMH) invested into Stadium Goods. Stadium Goods garnered another round of funding last year:

Stadium Goods raises $4.6m with Mark Cuban – That’s Two NBA Owners Invested in Sneakerhead Resale

These two ventures happened in a space that has long been considered unimportant to the commercial side of footwear sales. What is really interesting here is luxury brands have been divesting of premium brands in the last year. “Kering follows rivals in cleaning up its portfolio after LVMH sold Donna Karan and Hermes divested Leica.” The brand that Kering divested of? PUMA. Yep, that Puma that showed incredible growth last year and has Rihanna, Big Sean and The Weeknd as endorsers.

What the Stadium Goods x LVMH deal and the Flight Club x GOAT App deal, as well as the recent Felix Capital investment into Highsnobiety (another sneaker and lifestyle blog) shows is that the “niche” is no longer an outlier, but an integral part of how retail has to shift to continue to connect to consumers. It’s an incredible time to be in the sneaker community. While retail footwear is suffering, resell/resale and the sneakerhead community is thriving. The link below has a list of the most recent investments into sneakerhead culture.

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