StockX_s predictions for 2026: Nike_s comeback and sports events dominate
The resale market for collectibles and sportswear experiences robust growth in 2025_ fueled by standout releases and product innovations that boosted the secondary market. Resale marketplace StockX reported that nearly 200 brands_ from industry leaders to independent labels_ set new all-time annual sales records on its platform. The shift suggests the industry_s growth is increasingly product-driven_ rather than dependent on fleeting trends.
Looking ahead to 2026_ StockX forecasts an even more active market for sneakers_ apparel_ accessories_ and collectibles. In the company_s _Big Facts 2026_ report_ CEO Greg Schwartz stated that brands set for success this year "are those that understand scarcity_ storytelling_ and community – not just scale”. Here is what the platform is expecting for the year ahead.
Nike_s comeback
On the back of a strong 2025_ Nike is expected to continue building on this resurgence. The sportswear giant maintained its position as the top sneaker brand on the StockX platform last year_ and became the fastest growing shoe brand_ with searches up 5_811 percent on the year prior. Coming into 2026_ StockX said Nike is seeing “renewed momentum_ fuelled by a strong Jordan Brand and continued dominance in categories like performance basketball”. The platform also cited an increase in demand for recovery footwear and ongoing investments into product development as drivers of growth_ with upcoming events_ such as the FIFA World Cup and Olympics expected to only further boost the brand.
Sports events continue to dominate
In fact_ sports events are set to continue driving the market deep into 2026. Historically_ data from years heavy with major sports have confirmed these events to be key motivators for fashion-focused sportswear. As such_ StockX anticipates the 2026 FIFA World Cup will boost football_s influence on fashion_ with cleat-inspired lifestyle footwear and football-themed streetwear collaborations likely dominating. Similarly_ the upcoming Olympic Winter Games in Milan_ starting February 6_ will offer brands chances to merge sport and style. Past events of this nature have consistently increased demand for athlete- and team-associated merchandise on StockX. Elsewhere_ the Super Bowl halftime show_ featuring Bad Bunny_ is an event StockX suggests could benefit Adidas due to its long-running ties to the Latin artist.
Re-commerce boom
Overall_ StockX is expecting the demand for re-commerce options to further grow into the new year. Live shopping_ vintage offerings_ and rising interest in resale were cited by the platform as drivers of re-commerce. The platform itself is also shifting in light of evolving consumer expectations. In November 2025_ the company introduced a new bidding feature – StockX Auctions – for sought-after and rare collectibles_ creating a “transparent_ demand-driven” marketplace. “By combining our verification expertise with real-time bidding_ we_re expanding what it means to invest in culture_” CEO Greg Schwartz_ said at the time.
