Hello Scarcity, My Old Friend
A large part of Nike’s downfall was caused by the company releasing too many products to the market, and with too much quantity. Consequently, demand went down because sneakers were more accessible at retail price (or close to it), and products did not generate any hype.
Consider Nike Dunks, where nearly every possible colorway was released, most of which ended up with small margins for resellers. The effect of over saturation can be seen by the median sale price of products on Copyt decreasing by 25% over 2024:
With the internal changes made at Nike over the last few months, one of the promises made was a return to more scarcity; less releases and less quantity. This change allows for higher price premiums, higher demand, and faster turnover in the secondary market (stores, resellers).
So, if you believe that Nike’s changes will be effective, now is the time to buy pairs that will be more in-demand in the future because there is essentially an industry-wide sale right now.
While Nike has been fumbling their own business, companies like New Balance, ASICS, UGG, Crocs, and others have been working to capitalize and grow their market share within sneaker resale, leading us to more parity in the market than has been seen in a long time. 2025 is a make-or-break year for Nike in resale, and you can rely on us to keep you updated.
This article is from our newsletter, Kickin’ It With Copyt. The newsletter provides industry data and news once every two weeks, including the best-sellers, products whose average sale price is changing, and more. If you’re interested in more content like this, use this link to get your first month free!