Even Nike Is At Stake. Will The Whole Sports Market Change?

This pair of shoes is limited to two hundred pairs, which is launched in commemoration of Adidas originals's new flagship store in New York. Its initial retail price was $170, and then it was in Sneaker Head and cattle.

The resale market has doubled 10 times.

Unconsciously,

Adidas originals, in fact, dominated the most advanced area of the sneakers resale market: the most expensive 10 pairs of shoes in this quarter, 7 pairs of shoes, came from the movement of the German sports giant.

Sub card.

Previously, the $1 billion worth of shoe resale market has been dominated by Nike and its Jordan brand.

The list comes from the statistics of StockX, the website of the shoe trading market. The website was formerly known as Campless, a shoe shoe information website. Now it is an online shoe stock exchange, which finishes the paction data from eBay, and so on. It tells you which shoes are most popular in Sneaker Head, and its price fluctuation, premium ratio and so on.

According to StockX's statistics today, the price of NMD R1 Red Apple is still high. The last time it was sold at two o'clock this morning, the paction price was 2250 US dollars.

In the past, there was only one Nike ruler in the resale market.

StockX CEO Josh Luber said in a speech on TED in October last year: "there are obvious similarities between sneakers and stocks and drugs, but the most basic point is that there is a core player.

There is a rule maker.

For the shoes, the rule maker is Nike.

Nike has gradually formed such a collection trade market by constantly re engraving Jordan and other classic shoes.

The profit is about 30%. By selling the sneakers, the Sneaker Head probably earned 380 million dollars in 2014, while 96% of the market went to Nike, and Adidas only had 1%.

But this mysterious secondary market has undergone tremendous changes in just two years.

Last spring, Kanye West and Adi jointly released their first pair of Yeezy shoes, and YEEZY Boost 750 was the second average price of shoes in 2015 Q1 ($1416), which ranked only in the extremely rare Chinese regional limited "Tianjin" bubble of Nike Air Foamposite.

Since then, you can see that more and more Adidas (clover) shoes are beginning to crowd into this luxury auction market.

Including coconut shoes (Yeezy), limited amount of Ultra Boosts, limited amount of NMDs.

"Adidas continues to emulate Nike and Jordan to learn from their past 30 years of running in the second-hand shoe Market: keeping supplies smaller than demand."

Josh Luber, chief executive of StockX, said in a recent interview.

In other words, the limited number of sneakers is constantly being introduced.

In the past few months, almost every week there are a limited number of color matching NMDs distribution, and a variety of star tide brand cooperation.

The most popular number is NMD, which is launched by Pharrell Williams, the American rapper, and the four matching colors are all on the "most expensive" Top 10.

Of course, it includes the third quarter of the Yeezy which was just released soon.

What's different from Nike's practice is that Adidas is relying on its powerful star effect to break into the market.

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However, Nike has not lost its status.

From the overall sales point of view, the second Jordan 1 "ban wear" in 2016 (September, 3 days on sale) and later more Nike shoes will be enough to explain the problem: Nike still has an advantage in quantity by issuing a larger amount of duplicate payments rather than seeking extreme rarity.

Jordan shoes and Nike shoes add up to 115 times the resale volume of ADI shoes.

Over the past 24 hours, the turnover of Nike and Jordan shoes in the resale market, Adidas's figure is $4902.

This means that Adidas's strategy of relying on Star driven in resale market is not stable, which is related to its not enough product line.

ADIDAS INDEX on StockX showed that ADI's trading volume dropped to five digits in the two weeks compared with the 400 thousand peak of September 3.

But Adidas's approach is still enough to explain many problems. The world of Sneaker Head is always the most cutting-edge and fashionable trend of the sneakers market, and Adi has attracted the attention of the group with its fashionable running shoes (instead of Nike's excellent retro basketball shoes), which means that the trend of sports shoes is being further strengthened.

According to a survey conducted by the market research group NDP Group in America, basketball shoes are usually bought by people who do not really use sports shoes, while running shoes have the highest intention.

But as Adidas continues to introduce fashionable running shoes, this proportion will also be lower and lower. The survey shows that only 25% of sports shoes are actually used for sports.

As a result, sports brands may need to rethink fashion.

Adidas took the lead in lowering the lower limit, playing an exemplary role.