Are resellers ruining sneaker culture?

ISAbEL WRIGHT

How much is too much for a sneaker? $1,000? $2,000? What if you knew that someone took a sneaker that retailed for $200 and resold it for $2,000? This is a relatively common theme in today’s sneaker culture. Popularized apps like Grailed and StockX provide a platform to buy the latest sneakers and even make a fortune off of them, all without the competition of sneaker drops. “Now it’s all about money. It’s not about shoes anymore. It’s not about the design and the impact of the shoe as whether it’s the new technology or, you know, the latest thing. It’s never thought about the shoe anymore but the value that it holds,” said sneaker collector and YouTuber Roszko. The concept of having “drops,” or a limited shoe supply, drives the popularity and demand. It has become an economy of its own, with sneaker resellers going as far as purchasing illegal bots to take advantage of sneaker drop websites like Nike’s SNKRS, just for the resell value on the limited inventory.

Apps like SNKRS and Finish Line use raffle systems to allow a randomly generated person to receive the latest released sneaker.

On SNKRS, you enter through the app at a set time, typically 10 a.m. EST, fill in your credit card and shipping information, and cross your fingers. It takes about 10-15 minutes to get the notification if the user won or lost the raffle.

Some people think of it as a way to make effortless bank if you can figure out how to work the systems. In contrast, others solely interested in owning and using the sneaker get frustrated by the limited supply of bots and resellers.

“You get a lot more kids now that are into the business side, which is great, you know, you no longer you have to sell candy bars to make bucks, anybody can get into it,” Roszko said. Many have found a way around losing raffles by purchasing illegal bots. Bots are connected to one’s account to open multiple tabs to gain more of a chance to win the raffles. While some sneaker drop websites have embedded bot protection, many argue that it doesn’t make a difference and that many users can still cheat using the bots.

“It’s not as easy as it seems that everyone thinks it is, where you could flip a switch and stop all the bots. But I don’t see bots stopping anytime soon,” Roszko said, “I think they’re embedded into the sneaker culture now.”

Though bots make it hard to defeat the odds, Roszko suggests that those trying to win the raffles should open extra signups to allow a greater chance for someone, like family members and friends, to score.

Many have argued that sneaker resellers have ruined the chances of people wanting to buy sneakers recreationally. However, many others have also argued that sneaker resellers have ruined the supply of sneakers meant for a specific demographic. In particular, the influx of demand for the Nike SB Dunks has upset many skateboarders.

Peter Cepeda is a teenager and avid skater who works at a skateboarding shop in Los Angeles. Looking at the case of Nike SB Dunks, he explained that reselling may be a necessary evil in sneaker culture since it is a complicated topic.

“While I do think the capitalistic side of reselling hurts people who want the sneaker, I also think it benefits the community. It takes sneakers to a new level and brings them to the forefront of fashion. It also gives kids an entrepreneurship opportunity,” Cepeda said.

However, he thinks that reselling is more harmful than beneficial to sneaker culture, but not in an economic sense.

“Sneaker reselling ruined sneaker culture by taking away from a subculture built on having things for themselves, and it hurts more people who can’t afford and enjoy the product as it’s meant to be,” Cepeda said.

After Travis Scott, a Grammynominated rapper, collaborated with Nike for the Nike SB Dunks, these specific sneakers have grown in popularity.

Known for its skateboarding-friendly design, Nike SB Dunks were already popular, but the collaboration has caused a skyrocket in the reselling price. The main cause for this popularity rise was the design revealed when the mudguard is ripped.

“Skateboarding culture was already looked down upon. Now, non-skaters and resellers love the culture and ruin them [SB Dunks] for the people they were intended for,” Cepeda said.

Though sneaker reselling may provide income and a side hustle to some, many believe that the practice as a whole has ruined the spirit and purpose of buying the newest, coolest sneaker.

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