Jordan vs. Yeezy: Which Brand Dominated the Resale Market in 2019?

Samantha McDonald

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Kanye West once rapped “Yeezy jumped over the Jumpman.” But in 2019, that wasn’t the case — in the resale market, at least.

According to StockX’s “The State of the Market” report, Jordan Brand had the highest market share in sneakers on its resale marketplace last year, with an average resale price of $266 and an average price premium of 61% above retail. Adidas and Nike trailed in second and third — the former reselling at about $295 at a 36% premium, while the latter cost an average of $230 with a 47% premium. (Jordan Brand is a subsidiary of Nike Inc.)

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The Jumpman also dominated among the top silhouettes by market share, as its classic Air Jordan 1 holds 23% of the total market share on StockX with an average resale price of $260. Adidas Yeezy Boost 350s took the No. 2 spot — an 18% market share, costing about $280 on average — while Nike’s Air Force 1s had a market share of 6% and resold for roughly $274.

2019 marked a big year for Jordan Brand, which reported its first billion-dollar quarter in December. The label delivered several iterations of the Air Jordan 1 throughout the year, including its latest run of “Fearless Ones” releases featuring new takes on the shoe as well as high-profile collaborations with Melody Ehsani and Edison Chen, among others. It also signed New Orleans Pelicans forward Zion Williamson to its roster of athlete ambassadors in July, with the former Duke Blue Devils superstar debuting the court-ready Air Jordan 34 to the masses in September.

Then-CEO Mark Parker said Jordan Brand’s oldest and newest sneakers were its biggest hits: the Air Jordan 1 and the Air Jordan 34. “The brand is very strong internationally and in North America,” he added in Nike’s Q2 earnings call. (John Donahoe is now executive chief.) “The marketplace is healthy, and in many cases, demand is exceeding supply.”

In its report, StockX estimated that the global secondary sneaker market is currently worth about $6 billion. While the primary sneaker market still dominates at a reported $100 billion, the online reseller projects the size of the secondary market to be 15% to 25% relative to the primary market in 2025.

What’s more, the company found that a third of Gen Z men and just over a quarter of their female counterparts consider themselves “sneakerheads” — a term often used to describe sneaker collectors, traders or enthusiasts.

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