How Sneaker Reselling Has Grown Over the Years

Sneaker reselling has become one of the biggest trends when it comes to fashion, with people spending thousands of pounds on limited edition footwear stimulated by celebrity endorsement, low unit numbers, or hype built on social media. Although towards the back end of 2025, it appeared that the sneaker market was slowing down, 2026 is projected to be another successful year for fans, with plenty of new and exciting collaborations and silhouettes in anticipation of being released. But today, we will be focusing on how sneaker resealing has grown over the years.

Early Days of Reselling

Before the time of apps being able to instantly auction the likes of clothes and sneakers, sneaker meets and conversations with other fans face to face were the only way to buy and sell. Specific events were set up for sneakerheads to meet up and trade, as well as people simply attending sporting events and doing business in the stands, with values determined by opinions rather than a set market. The early distribution of sneakers by an independent party was completely informal and rarely profit-driven, driven mainly by demand and word of mouth.

Air Jordan 1

Released in 1985, the Air Jordan 1 quickly became a symbol of both style and rarity. Its initial discontinuation created a demand that persisted through the early 2000s, as retro releases highlighted the appeal of limited availability. This shoe showed just how sneakers could retain a value beyond their purpose as footwear, offering a collectable element beyond what anybody may have expected. Even today, the Jordan 1 is one of the biggest models on the market and is regarded as one of the most iconic sneakers of all time.

Online Marketplaces

The expansion of the internet allowed sneaker trading to extend far beyond local communities. New platforms such as eBay took over as a dedicated site that allowed enthusiasts to buy and sell, connecting people around the world. It allowed for a level of transparency and a common pricing system that could be used by enthusiasts to determine the value of their items. This built a more formal place to buy and sell sneakers. This shift transformed the sneaker market into a scalable system, creating opportunities for commerce that had previously been constrained by geography and limited access. Much like online lotto, where digital platforms centralise access and information, online sneaker marketplaces have transformed reselling into a scalable, structured system that removes limitations and barriers.

Nike SB Dunks

The Nike SB Dunk was another sneaker that innovated the industry, combining sports with the fashion world. Initially, only a limited number of pairs were released through skate shops, but as demand increased and people began to resell them, Nike were forced to release more units and even more colourways. As the model developed, Nike began to feature the silhouette in collaborations with artists like Travis Scott and other clothing brands such as Off White. The Dunk has remained one of the most iconic shoes on the market ever since its initial release, and even in 2026, it has remained one of the top shoes for any sneakerhead to own.

Sneaker Drops

By the time the late 2000s came around, sneaker drops pulled overnight queues for some of the most in-demand sneakers, with hundreds of people looking to purchase the most anticipated shoes on the market. It’s a craze that has slowly faded out in recent years as a result of online releases, but is still apparent for store-exclusive items. Queues also fostered a sense of community among collectors, blending social interaction with commerce, and illustrating the evolving relationship between culture and consumer behaviour.

Adidas Yeezy 350

Adidas expanded the concept of reselling with the introduction of the Yeezy 350, which combined limited production with high visibility. The sneaker, designed and endorsed by world-famous musician Kanye West, instantly took off in terms of popularity thanks to social media hype and plenty of discussion surrounding this limited shoe. This was one of the first big releases that began the trend of selling sneakers for much higher than retail price, with some pairs reaching over $500+ simply as a result of lack of availability. Trends fade as items become more available, and unfortunately, the Yeezy 350 no longer fetches as much, selling for below the initial retail in today’s market as a result of more availability and unique style.

Professionalisation of Reselling

The launch of StockX and GOAT transformed reselling into a professionalised marketplace. Authentication services reduced the risk of fraud, while real-time pricing data established sneakers as tradeable assets. Market terminology borrowed from finance frames transactions as investment opportunities rather than mere consumer purchases. These platforms legitimised resale at scale, attracting sellers without previous ties to sneaker culture and encouraging purchases based on speculation, creating a system that functioned independently of personal style or individual taste.

The Future of Reselling

Reselling is still popular in the modern day, despite a slight fall off in 2025. People still demand some of the most limited-edition sneakers on the market, but as a result of a lack of innovation, people are not as hyped as they used to be for special releases. In 2026 and beyond, there will undoubtedly be a change in the market that will revive the world of sneaker reselling, whether it be the result of the upcoming Nike collaborations with Travis Scott and Off White, or the introduction of new models that perfectly combine comfort and style.