Back in 2016, StockX became the world’s first online “Stock Market of Things” making the secondary market for sought-after products much safer. We started with sneakers and only a handful of skilled Authenticators to verify it all. But fast forward to today, and StockX now has over 1,000 team members around the world, and over 300 authenticators in the 11 countries we have a physical presence.
For StockX Day, we look at the global expansion we’ve made as a company, how we’ve provided each region with the products they love the most, and talk to some of the team members who have helped spread the word about StockX in their respective regions.
2016-2020: United States Office and Ops
Popular Sneaker in the U.S.: Nike Dunk Low White Black
Currently, the most popular sneaker in the United States is the Nike Dunk Low White Black. The Nike Dunk Low White Black remains one of this year’s most beloved sneakers in the U.S. thanks to massive restocks making it an accessibly priced item and also its versatile colourway that can pair well with anything.
February 8th, 2016 in Detroit, MI is where it all started. The site was expected to launch with over “15,000 pairs of limited-release sneakers representing 3,500 models.” At a time we only had a small number of authenticators, 15,000 sneakers seemed like an incredible amount of product to authenticate. But as knowledge of StockX’s revolutionary approach to sneaker trading became better understood and attracted more customers, the need for growth internally became a priority. What started as a few authenticators observing incoming products in a small room in our Detroit office, evolved into the development of our Tempe, Arizona Authentication Center (aka “Ops”) in 2017 to support our growing catalogue of product selections, which at that point included streetwear, handbags, and watches. With the addition of our Tempe location, StockX was able to deliver shorter delivery windows and lower fees to West Coast customers. In 2018, Detroit followed suit and a larger authentication facility in Michigan was built as the number of sales on the site increased. A year later, StockX created our first East Coast Authentication Center in Moonachie, New Jersey, bringing a faster and better purchasing experience for East Coast customers. Later on, to further cement StockX’s position within the U.S. resell market and expand our continental reach to our customers, we opened Authentication Centers in both Atlanta and Portland, two culture hubs for both sneakers and streetwear.
2018: London Ops and Office
Popular Sneaker in the U.K.: Air Jordan 4 Red Thunder
The Air Jordan 4 Red Thunder is an updated take on the Jordan 4 Thunder colourway from 2006. This year, it is currently the most popular sneaker in the UK, which may come as a surprise to most as Londoners are not shy about sharing their love for Air Max sneakers.
StockX’s mission towards authenticity and transparency within the resell industry continued into international markets, and in 2018 we officially touched down in London. That year, we set up an Authentication Center and office in the U.K. Our appearance in the European resell game was necessary, not only to decrease shipping fees and duties for EU customers but to also capitalize on Europe’s affinity for fashion and access to unique products. For example, London’s streetwear scene, as seen through the eyes of StockX’s EU team member Gonzaga Alonso, has a “unique spirit and energy” to it, making the region a perfect spot for StockX to plant roots in. When asked what it feels like to help StockX expand and contribute to the EU’s sneaker and streetwear scene, Alonso said it’s “ the best feeling you can have. When you know you are contributing to the growth of the company and region, it’s truly satisfying.”
2019: Eindhoven Ops
Popular Sneaker in the Netherlands: Nike Air Max 1 SP Concepts Mellow
In the Netherlands, their most popular sneaker to date is the recent Nike Air Max 1 Concepts collab. The Nordic region continues to show their support for the classic running sneaker, as a Nike Air Max 1 was the Netherlands’ best-selling sneaker in 2020 as well.
From London and the U.K., StockX would go on to plant a stake in Eindhoven, The Netherlands, to help users access authenticated goods throughout the EU. That same year, we achieved many other major milestones that accelerated our European presence: Italian language localization to make an inclusive site for our customers in Italy and around the world, another successful round of Series C funding to help support our global expansion, and lastly, the introduction of Scott Cutler as CEO of StockX. All of this set new precedents for the company, continuing to take StockX to new heights.
2019: Tokyo Office
Popular Sneaker in Japan: Converse Chuck Taylor All-Star 70 Ox Black White
One of Converse’s most popular silhouettes, the Converse Chuck Taylor All-Star 70 Ox just so happens to be Tokyo’s most beloved sneaker of the year. The Land of the Rising Sun is no stranger to the sneaker, as Converse also produces a number of limited edition clothes, sneakers, and accessories exclusively for Japan, thanks to Japan’s admiration for the brand.
In 2019, we opened our Tokyo office, marking our first physical appearance in the APAC region. With brands like Supreme, Nike, and Jordan having such a strong presence within the country, it was a must to create a more localized experience for customers in Asia. Opening up an Ops centre and allowing users to trade in local currencies widened the pool of products to be sold and purchased on the site as well. “Japan has always been known for sneakers, fashion, collectibles, and their various subcultures,” says Duy Doan, StockX’s Senior Director over in Japan. Doan was one of the first team members to help build StockX’s presence in Tokyo, through both his love for the products we sell and his experiences with data analytics. “I could not believe that the main data points discussed were related to Yeezys and Jordans,” Doan said. “It was unreal. I was confident I could utilize my experience to support the success of StockX in Japan.”
2020: Toronto Ops centre
Popular Sneaker in Canada: Nike Air Force 1 Low ’07 White
The Nike Air Force 1 Low White ‘07 trends upwards in the North. Canadians continue to purchase the sneaker every year, and as release rumours of Drake’s special Certified Lover Boy pair continue to circulate, love for the Air Force 1 may increase even more.
Toronto isn’t just home to the CN Tower, the Raptors, and Drake, but is also the home of our first Authentication Center for Canada. Two years ago, StockX made its way to the North, in hopes of connecting with Toronto’s large and diverse sneaker and streetwear culture. As told by Jimmy Vannavong, Director for StockX Canada, Canadians are attracted to brands like FOG Essentials, Commes des Garçons, OVO by Drake and StockX is just the place to supply those products. “There is an overwhelming amount of pride throughout the Canadian squad and operation, who are eager to continue to serve our customers here in the Great White North,” says Vannavong.
2020: Hong Kong Ops
Popular Sneaker in China: New Balance 990v3 JJJJound Olive
Hong Kong goes for the New Balance 990v3 JJJJound Olive. This pair features Olive green suede and reflective elements throughout the upper, while JJJJound branding is printed on the heel. Other popular sneakers for Hong Kong include the Nike sacai Vaporwaffle White Gum and Air Jordan 4 Red Thunder.
As we extended our reach in Asia, Hong Kong became our next settling spot for the APAC region. In 2020, we reported record numbers of growth, with “25 million monthly global visitors in Q3” in that year, and our move to China has only helped increase the pool of new eyes on the site. Plus, Hong Kong’s love for shopping made the move to the region an easy decision. “Our sneakerheads and streetwear culture is very fashion and trend-focused,” says Audrey Ma, Director in Hong Kong. “Shopping is in our blood and we find every opportunity to flex the newest and greatest releases.”
2021: South Korea Ops
Popular Sneaker in South Korea: Air Jordan 1 Mid Light Smoke Grey Anthracite
The Air Jordan 1 Mid Light Smoke Grey is favoured among our South Korean customers. It’s easy to pair Light Smoke Grey leather uppers making it an all-around sneaker that can be worn with just about anything.
Our most recent facility in APAC popped up in South Korea. To StockX’s Director of South Korean operations, Hongjun Choi, one of the greatest qualities (and most challenging) has to be the speed at which South Korea attaches itself to trends. “What was the edgiest trend yesterday can become quickly obsolete today in Korea, so companies always need to be a half step ahead,” says Choi. But it is team members like Choi and the rest of his team that help StockX thrive in the robust Korean market. “It is very rewarding to introduce StockX to the market as well as help StockX to understand the market better,” he says. “The country has such a lively scene, which is going global.”
2021: Australia Ops
Popular Sneaker in Australia: Nike Dunk Low Disrupt 2 Phantom University Blue (W)
Even though Australia is somewhat new to the sneakers and streetwear scene, it’s coming out strong with its love for Dunks. The Nike Dunk Low Disrupt 2 Phantom University Blue is one of the most popular sneakers in the region, alongside other Dunk colourways like the White Black, Panda High, and Grey Fog.
Australia is the latest country that StockX has found a home in. In the Land Down Under, sneaker and streetwear culture are just starting to pick up the pace. Integrated Marketing Manager for Australia, Riley Wolff, says, “Sneakers used to be kinda niche or for people who followed basketball or US culture, but they’re becoming more mainstream now.” As the Australian public becomes more enamoured with sneakers and streetwear, StockX is there to help get them the goods they want, whether that be Nike Dunks or New Balance 550s. For Wolff, he appreciates being able to be the connector between StockX and the Australian consumer. “My goal is to be that conduit between the culture and the Australian audience,” he says. “I really want Australians to see StockX as part of sneaker culture, but more than that, I want people to feel that we’re contributing to the community.”
