Sleeping Giants

Unearthing Resell Gems in the Sneakerverse

The sneaker resale market can be a goldmine, but with established giants like Nike, Jordan, and adidas dominating the charts, it’s easy to overlook hidden gems. But what if there were undiscovered brands with the potential to explode in popularity and value? Let’s shift our gaze beyond the usual suspects and explore “sleeping giant” brands poised for potential future resell success, using data and insights to predict the next big thing.

Data-Driven Diamonds:

• Rising Brand Popularity: We can analyze online search trends using tools like Google Trends and social media engagement metrics like follower growth and post interactions to identify brands experiencing a surge in interest. For example, we could see a brand like Li-Ning, a Chinese sportswear brand, experiencing a significant increase in searches and social media engagement, indicating growing global awareness.
• Limited Releases & Collaborations: Tracking brands that consistently sell out limited drops or generate buzz around exciting collaborations, like Veja’s recent partnership with Rick Owens, can be another strong indicator of potential resell value. We can use platforms like StockX and KLEKT to monitor sales data and see which brands are consistently exceeding their retail price in the secondary market.
• Secondary Market Activity: While low current resell value might not scream potential, a steady increase or consistent sales despite limited availability can hint at future growth. For instance, a brand like Hoka One One, known for its maximalist running shoes, might not have the same hype as some other brands, but consistent sales on the secondary market at slightly above retail could indicate growing demand and potential for future appreciation.

Beyond the Numbers: Identifying X-Factors:

Data can be a powerful tool, but it’s important to consider qualitative factors as well. Here are some X-factors to keep an eye on:

• Unique Design & Innovation: Brands pushing boundaries with fresh aesthetics, materials, or technologies, like Salomon’s groundbreaking XA Pro 1 V1, can attract collectors seeking something different. Innovative features and unique designs can create a sense of exclusivity and desirability, even for lesser-known brands.
• Authentic Storytelling & Community Connection: Brands with genuine narratives and a strong connection to their audience, like Asics and its dedication to the running community, foster loyalty and a desire to own a piece of their story. Brands that actively engage with their audience and build a strong community can create a powerful foundation for future success.
• Sustainability & Ethical Practices: As consumer values shift, brands prioritizing eco-friendly materials and ethical production, like Veja and Allbirds, might resonate with future collectors. Consumers are increasingly looking for brands that align with their values, and this can be a major driver of future demand.

Potential Gems to Watch:

Based on the above factors, here are a few brands that could be considered “sleeping giants” with untapped resell potential:

• Filling a Niche: Look for brands catering to underserved demographics or offering unique styles not readily available from established players. For example, brands like Cariuma, which offers sustainable canvas sneakers, or Filling Pieces, known for its avant-garde designs, could appeal to specific audiences with limited options from bigger brands.
• Emerging Designers & Collaborators: Keep an eye on independent creators or smaller brands collaborating with established names, as their limited reach can fuel exclusivity. Collaborations between up-and-coming designers and larger brands can create limited-edition releases with significant hype and potential for future value appreciation.
• Vintage Revivals & Heritage Brands: Classic brands experiencing a resurgence or reissuing iconic models, like New Balance and its recent revival of the 990 series, can tap into nostalgia and collector demand. Vintage-inspired designs and reissues of classic models can attract both older collectors and younger generations interested in retro styles.