Nike Are Selling Used Sneakers Online: How Will It Impact the Industry?

A lot of sneakerheads were left bamboozled when Nike rolled out plans to sell used product online last week. But despite the comms misfire, the Refurbished initiative is relatively straightforward: Nike are basically selling sneakers dinged in the manufacturing process or returned by customers for a significant discount (at the time of writing, we’ve seen up to 50 per cent slashed off retail prices). The potential for Refurbished to positively impact the sneaker industry is significant, so Sneaker Freaker consulted our infallible crystal ball to examine the pathway forward.

The Footprint

This is perhaps the most obvious positive benefit to come out of the Refurbished program. The issue of our collective environmental footprint remains front and centre in 2023, and sneakerheads are more conscious than ever when it comes to shopping more eco-friendly and sustainable options.

Copping brand new Air Jordans that are slightly faulty or returned by customers (usually because of a sizing issue) is not only good for your hip pocket – it’s good for the environment.

A circular economy – where sneakers are designed and produced with the goal of extending their lifespan through repair, refurbishment and recycling –would go a long way to reducing landfill and the number of new sneakers in production.

An Eco Arms Race

An ecological arms race can only be a positive thing for the industry. Nike’s economic choke-hold on the competition has lasted many years. If the Refurbished program proves successful, then we can expect competitors to follow suit and launch their own initiatives. Rest assured, brands are going to be watching this space very, very closely.

Consumer Education and Optics

The success of initiatives like this will largely depend on a brand’s ability to effectively communicate what it’s all about. Unfortunately, the quiet rollout of Refurbished last week was a lesson in what not to do. Confused chatter across social media erupted into antipathy. Had Nike entered the resell game? Did StockX force them into DEFCON 1?

It’s never too late, but myths around quality or hygiene need to get stomped early.

Expanding the Operation

The next step is the most important for Nike. When news of the online Refurbished platform surfaced, sneakerhead’s knee-jerk reaction was to our beloved collection – any chance we can give our grails a facelift?

While the website states that there’s currently no plans to extend the operation to individual shoes, you can bet that the Nike brains trust are having substantial conversations behind closed doors. Similarly, the potential for selling or donating your shoes through this platform is huge. Let’s keep our toes crossed.

You can shop Nike Refurbished right here.

For more on Nike Refurbished, make sure to check out our article explaining all the various ins and outs.