In its latest Big Facts snapshot, resell platform StockX had some data about brands on the rise in the first half of 2024. And some of the names on the list might surprise you.
The top brand on the rise was Asics, which saw a whopping 600% increase in trade growth in the first half of 2024 compared to the first half of 2023, making it the fastest growing brand on the StockX platform. StockX attributed to popular staples such as the Gel-1130 and the Gel-Kayano 14, as well as the introduction of new models such as the Gel-NYC and the GT-2160. Asics has long been known in performance circles, but has grown its culture cache with collabs with brands such as Kith, Bodega and others. Not to mention the quality of materials Asics uses on their sneakers, especially when compared with the mass-produced products from a company like Nike/Jordan Brand.
Another brand on the come up was Adidas. The Three Stripes saw a 93% increase in trade growth in the first half of 2024 compared to the first half of 2023, with StockX crediting old standbys like the Samba and Gazelle as well as perhaps the brand’s hottest silhouette, the AE 1. Adidas was floundering a bit with the end of its relationship with Kanye West on the Yeezy line and perhaps had become too dependent on collaborators to drive excitement for the brand. Having a legitimate hit in the performance basketball category is huge for the brand, considering how throughly Nike and Jordan Brand had been dominating the basketball space in recent years. The right athlete with the right sneaker and the right campaign hit at the right time for Adidas and now the company is reaping the rewards.
Continuing the running trend from Asics, was On, which saw a 63 percent increase in trade growth in the first half of 2024 compared to the first half of 2023. On has quickly become one of the go-to brands for runners or people just looking for comfortable everyday kicks and the brand sent 65 athletes to Paris for the Olympics. It also has also begun to make a mark outside of just running shoes, with partnerships with Roger Federer and a recent team up with global superstar Zendaya, which is sure to raise the brand’s profile.
The other two brands on the list are somewhat surprising. Yeezy sits fourth at a 21% increase and Off-White rounds out the top five with a 7% increase. It’s fair to say neither Yeezy nor Off-White is as hot as they once were, whether it be due to Kanye’s questionable antics or the untimely passing of Virgil Abloh. However, if I had to guess, I would say that increase in trade growth on StockX could be due to the notion that future Yeezy or Off-White product (at least with Nike) may be limited to non-existent, so the people who are interested in acquiring pieces from those brands figure it’s now or never. It would be interesting to see if either brand is on this list at this time next year.
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