Running shoes, particularly from Swiss running brand On, attracted considerable interest in the first six months of this year on US-based reseller platform StockX, which specializes in the resale of sneaker and streetwear brands. According to the latest StockX Big Facts Report, running shoes from On (up 15,357 percent), Salomon (up 202 percent) and Asics (up 72 percent) are among the fastest growing brands on the StockX platform in 2023. They “ proving that running shoes have made their way into mainstream sneaker culture,” the report said.
Collaborations boost demand
The strong demand in resale mostly applies to collaborations. For example, On has recently teamed up with Kith and Loewe, while Salomon has released collections with the likes of Sandy Liang and JJJJound. Asics – which recorded more trades in July 2023 than any other month in StockX history – also collaborated with JJJJound, Kith and with Brain Dead.
Among the other shoe brands, the slippers from Ugg, Birkenstock and Crocs attracted attention. Ugg and Birkenstock posted triple-digit growth of 836 percent (Ugg) and 492 percent (Birkenstock) in 2023. Birkenstock trade was boosted by a Fear of God collaboration and above-average demand for the brand’s classic Boston slipper. At Ugg, sales of the Tasman and Tazz loafers rose sharply. Crocs also made the list thanks in part to collaborations with Salehe Bembury, SZA and others.
In other areas, too, it’s the collaborations that are driving the collectibles market: the winner in collectibles, for example, was Cactus Plant Flea Market, which saw a 550 percent jump in sales thanks to the success of its McDonald’s Mealbox toy figures. Tiffany & Co also landed in second place with a growth spurt of more than 400 percent due to a collaboration with Air Force 1.
Record sales at New Balance and Represent
The sneaker brand New Balance is on the way to record sales in 2023: With sixth place, New Balance narrowly misses the top 5, but is the only shoe brand to make it into the top 10 of the fastest growing and the top 10 of the best-selling shoe brands StockX ranked. The continued success of the 550, 2002R and 9060 silhouettes helped the Boston-based sportswear company register tens of thousands more trades in 2023 than it did in 2022.
New trends can also be seen in the clothing brands that StockX now also has in its range. Here, too, up-and-coming clothing brands are showing big growth: British streetwear brand Represent, founded in 2011, is the fastest growing clothing brand on StockX with growth of over 300 percent. Sp5der – with 224 percent – and Denim Tears – with 181 percent – take second and third place. Both brands were founded in 2019. But old acquaintances are also celebrating a revival: streetwear pioneer Stüssy rounds off the top five with retail growth of 141 percent compared to the previous year.
Unique perspective on brand desirability
How brands are doing on the global platform is also relevant for classic retail. “As a global marketplace powered by data, we have a unique perspective on the trends, designers and moments that are influencing today’s cultural consumer,” said StockX CEO Scott Cutler. “Aftermarket success can be a barometer for consumer demand and this report proves that despite a tougher retail environment, brands are still holding their own and showing growth. We expect the brands on this list to do well over the coming months and into the fourth quarter holiday season. “