Ayo Ogunseinde via Wikimedia Commons

With every new incoming class of freshman comes new people and ideas. Of the past 7 graduating classes, the class of 2021 has the greatest number of sneakerheads. For the uninitiated, a sneaker head is a person passionate about rare, limited or exclusive shoes. The most common brand of shoes that sneakerheads collect are Adidas, Nike and Air Jordan.

The sneaker industry is boomin’ right now. For the first time, Adidas has taken over Nike and Jordan brand. The stock price of Adidas has doubled in the last two years while Nike has remained stagnant. This is mainly due to the increase in profits from the Adidas Running segment. The Boost midsole in Adidas running shoes are very comfortable and have redefined the lifestyle runners segment. Ever since Kanye West wore the triple-white Ultra Boosts and the black/purple Ultra Boosts, Boost has taken over the sneaker industry.

Shoes such as the Adidas Ultra Boosts and NMDs have a low profile that goes very well with the current trend of joggers and skinny jeans unlike basketball shoes offered by Nike. Along with their style and comfort, collaborations with other brands and artists such as Pharrell, UNDFTD and Bape have helped boost Adidas’ profits. The biggest reason for Adidas’s success is the Yeezy line of shoes including the Yeezy 350s, 750s, and 350V2s have captured the market. With the rise of Adidas, classic models such as the Stan Smiths and Superstars have also featured a comeback.

Although Adidas has revitalized the sneaker industry and dethroned Nike and Jordan brand, it has also paved way for a diminishing resale market. These days, a pair of deadstock (unworn) Yeezys can sell for upwards of $850 after release day. Youtube lifestyle vloggers, Instagram sneaker pages, Complex news and DJ Khaled have featured individuals that make a living by reselling shoes. They younger generation feels that they can do the same. Many students at our school resell expensive shoes to make a quick $200 profit either by using their own money or borrowing from their parents. The issue with the resale market is it artificially inflates the price of shoes. Although NMDs, Ultra Boosts, Yeezys and Jordans are limited, there are more than enough colorways for everyone that wants them. The problem is people purchase multiple shoes: one to wear and others to resell. This in turn reduces the supply of shoes available and increases the cost.

Another issue is students hyping regular release shoes. Shoes like Roshe Runs, KD’s, Air Hurache’s, and most shoes with Boost in them. The most nonsensical thing about this is kids not understanding the name and the value of the brand. Just yesterday, I saw a kid wear $700 yeezys with Nike Elite socks. Kids are able to afford expensive limited release shoes but cannot curate their outfits. They choose to highlight their navy blue Spartan shirt instead of their Yeezy 350V2’s.  

However, many people can’t afford the insanely high price of regular release sneakers. The last option people turn to is the counterfeit market. Chinese online shopping websites such as Taobao sell counterfeit shoes for fractions of the price. The sellers of these products aren’t regulated by Taobao in the same way as sellers on Amazon or Ebay. Many of these sellers use child labor and human trafficking. Many children working in sweatshops are required to make counterfeit goods. By purchasing these products, buyers are promoting child labor. A problem that was once encountered by designer handbags and watches is now affecting the sneaker market.

Many students from the freshman class at our school are sneakerheads and also resell shoes to make profit. Some of the also purchase counterfeit shoes. They succumb to peer pressure and want to fit in with the rest of their class. They are part of the reason for the diminishing resell market and unknowingly promote child labor.

This problem would never exist if people decide to wear their shoes they purchase instead of reselling them.  Not everyone can become a youtube lifestyle vlogger and make a living by reselling shoes such as Benjamin Kickz or Money Kicks. From their perspective, it’s an easy source of income. But in order for them to mature, they need to understand the real world implication of their personal interests.