In the month and a half since we launched our StockX Sneaker Scoreboard, one of the most noticeable trends has been the dominance and staying-power of veteran hitmakers over scrappy, hype-driven upstarts. To wit: in each of the previous six weeks, the top spot has belonged to either an UNDEFEATED x Nike Air Max 97 or an adidas Yeezy. The Yeezys, in particular, have been uniquely dominant; the Calabasas and Zebra models, despite having been on the market for months, have ranked either #1 or #2 in five of the past six weeks. Conversely, we’ve yet to observe a newly-released sneaker – that is, one that was released the same week as the Scoreboard – top the market.
That is, until now. After weeks of dominance by a familiar crop of veteran old-timers, a cavalcade of new releases hit the market last week, infusing the stagnant Scoreboard with some much-needed fresh blood. On November 11th, in a rare moment of corporate synchronicity, each of the Big Three brands dropped a major release, and each of their offerings ended up on the podium. At Number 1: Jordan Brand’s ‘Win Like 82’ AJ11s. At Number 2: Nike’s Black Pigeons. And at Number 3: the ‘Oreo’ version of Pharrell’s Human Race NMDs.
Despite coming in 3rd, the Pharrell NMDs were arguably the biggest winner this week, with the top 4 colorways – Oreo, Multi-Color, Pale Nude and Sun Glow – holding down four consecutive spots, from #3 to #6. In terms of marketshare, the NMDs as a group accounted for 13% of Total Sales, and 20% of Total Dollars Spent on the StockX Marketplace in the week that followed their release.
Another big winner for Nike was Virgil Abloh’s Off-White collection, which went into general release at the beginning of this month and had three representatives in this week’s top 10, led by the Off-White Air Max at #7. All told, the 10 silhouettes in Abloh’s collection accounted for 10% of Total Sales and 21% of Total Dollars Spent in this timeframe. Due to the increased supply, many of the Off-Whites saw considerable price declines. The Off-White x Nike React Hyperdunk saw the steepest decline of any sneaker on the market, dropping %37 (from $758 to $475) compared to the previous week.
This coming week, more megawatt new releases will be hitting the market, including the ‘Semi-Frozen Yellow’ Yeezys, which just dropped on Saturday. Which of last week’s rookies will demonstrate lasting staying power atop the rankings? And which will prove themselves one-hit wonders? Stay tuned!
