According to a report from The Business of Fashion, the sneaker resale market is in steep decline. This reflects a shift from exclusivity to accessibility, and consumer preference for value and innovation – signalling broader trends in fashion towards authenticity and sustainability.

Nike’s Refurbished initiative now lets people buy used sneakers online – for up to half the price of retail. Resale is an increasingly viable option for people looking to cut back. However, authenticity is sometimes questionable via resale, giving brands an opportunity to be their own authority.

Older shoppers are buying into shopping second-hand as economic and environmental concerns drive them toward pre-loved clothing. As older people's shopping habits change, brands have an opportunity to lean into this trend and appeal to Boomers, who are relatively new to this space.