Asics, Adidas, and On are the fastest-growing sneaker brands, according to a new report from Detroit-based culture marketplace StockX.
Based on global sales data from the first six months of 2024 compared to the same period in 2023, the report highlights key trends including the diversification of the sneaker market, gains in the streetwear space, and continued secondary market demand for non-sneaker footwear brands.
“This report underscores the evolution in the resale markets, and one of the largest brand rotations in recent history, which creates an exciting time for consumers,” says Scott Cutler, CEO of StockX.
“We’re seeing the power of creativity, marketing, storytelling, and innovation from smaller brands driving meaningful shifts in market share away from the largest brands who have struggled to keep pace. We’re seeing that dynamic play out in what’s trading on the platform.”
Among the reports key highlights are the 600 percent growth of the Asics brand, which makes it the No. 1 fastest-growing sneaker brand on StockX so far in 2024.
The continued success of the Gel-1130 and Gel-Kayano 14 played a big role in Asics locking in the top spot, but newer silhouettes like the Gel-NYC and the GT-2160 also gave the brand a boost, according to the report.
Adidas has nearly doubled sneaker sales on StockX so far this year, while leaning on retro styles and performance basketball. Credit goes to retro silhouettes like the Samba (+86 percent), Gazelle (+312 percent), and Spezial (+722 percent), which have seen double and triple-digit growth over the last year.
NBA star player Anthony Edwards’ new AE 1 also played a big role, with nearly 20,000 trades of the silhouette on StockX in the first six months of 2024. The sportswear giant also saw a 115 percent uptick in sales of James Harden’s performance line, led by the Harden Vol. 8.
On remains a top five growth brand, seeing 63 percent growth over 2023 thanks to continued demand for performance styles like the Cloud 5 and Cloud Monster.
While Saucony didn’t meet the trade minimums required to be included in the official ranking, it did lock in an impressive 93 percent sales growth year-over-year on StockX. The running shoe brand has used the playbook perfected by other sneaker labels to build hype on the secondary market, recently rolling out collaborations with Bodega, Jae Tips, and Callen Schaub.
Among the non-sneaker brands, Timberland, with increased marketing investment and big-name partnerships — including a collection with Supreme as well a much-anticipated Louis Vuitton drop — the brand has seen sales surge 184 percent on StockX.
Crocs, which in 2024 celebrates five straight years of growth on StockX, saw sales surge 52 percent year-over-year. This eclipses the growth Crocs achieved between 2023 and 2022 (+26 percent). The brand continues to strike gold with its collaboration strategy — recent collections with Japanese manga series Naruto, SpongeBob SquarePants, and Toy Story have performed well, the report states. Crocs has also seen consistent demand for the latest releases from its Salehe Bembury partnership.
Despite headlines claiming otherwise, StockX data shows streetwear labels new and old continue to command attention on the secondary market. Denim Tears moved from the No. 3 fastest-growing apparel brand in 2023 to No. 1 this year with more than 1,000 percent trade growth. While the brand’s recognizable cotton wreath collection is among its most popular, collections with Offset and Levi’s helped boost it to the top spot.
Other names that made the top five rankings include Yeezy (+145 percent) and Revenge (+97 percent), a notoriously secretive brand that’s known for its graphics-heavy, punk-inspired pieces.
Timely events can fuel heat on the secondary market, as proven by two of the fastest-growing brands in the collectibles category. Amidst one of the biggest world tours in music history, Taylor Swift’s vinyl records have seen “hockey stick” growth, helping to boost her collectibles catalog to 207 percent growth on StockX year-over-year.
Meanwhile, Pokémon collectibles saw a surge (+1,025 percent year-over-year) thanks to a first-of-its-kind exhibit at Amsterdam’s Van Gogh Museum.
For more information on the report, visit here.
