Jordan Brand could literally dominate every weekend now that adidas and Yeezy have parted ways and the Three Stripes is sans flagship sneaker to drop for the hype and style conscious consumer. This doesn’t mean that the data isn’t compelling to look at. When the Lost & Found Air Jordan 1 released (link above), the numbers in resale established that Nike’s inventory problems would be short lived. Black Friday continued to show the annual trend of Jordan Brand and Nike controlling the marketplace during the holiday season. Yeezy was an obstacle for Nike and the brand allowed adidas to coast for the last few years. Without Yeezy in the marketplace, Nike truly doesn’t have a rival and the following resale data shows just how amazing Jordan Brand performs during the most important sales season of the year. In the picture at the lead of this post is an image from StockX for the Air Jordan 11 Retro Cherry. Annually Jordan releases a different version of the 11 and every year the sneaker sells through creating some of the wildest moments on social media for sneakers. This year wasn’t any different. The model sold out in retail and in resale the numbers are equally as impressive, not because of the number of sneakers that sold on the resale market, but because of the amount of money Nike generated from this one SKU pictured. In the image above on StockX I use the men’s version only, style code CT8012-116. 12,715 pair sold on StockX over the last 3 days when I created this picture at 8 in the morning. At 6 this afternoon the sales are now at 12,841 pair. Below is a chart from eBay of the same men’s model. The number is in line with research on eBay throughout the year. The number of sneakers sold are a fraction of what has sold on StockX, but the numbers are still interesting.
1,353 pair of sneakers sold using the Style code for the Air Jordan 11 Retro Cherry. The average price is almost 50 bucks above resale, but this one SKU generated almost $400,000 dollars on eBay. When compared to keyword searches using ‘brand+sneakers’ the data is almost absurd for the three day stretch of time when the Air Jordan 11 Retro Cherry released. The model dropped in GS, PS, TD and Crib sizing. It sold out in every size. The GS on StockX has sold 5094 in three days, the PreSchool sold 1802 pair, the Toddler sold 1924 pair and the Crib/Infant sizes sold 136 pair. On eBay alone 232 pair of the sneakers sold at a total of $54,424.16. Combined with the men’s model on eBay and this one style for Nike in resale generated $447,335.36 cents on eBay. Why is this important? Over the last three days using the keywords ‘brand+sneakers’ one model for Nike made more than the following brands on any SKU sold in sneakers for those brands: Hoka, New Balance, Under Armour On Cloud, and ASICS. adidas was the only brand to surpass Nike in revenue and number of sold items, but not by much. It’s really intriguing information and very telling about which brands are trending up in the resale market.
