Jed Stiller and John McPheters, the cofounders of Stadium Goods, a sneaker and apparel marketplace, have helped re-brand the sneaker reselling experience. What was once a niche category targeted to sneaker connoisseurs is now a big business with a growing reach.
Stiller and McPheters started in 2015 by opening a slick, 3,000-square-foot shop in New York with two separate entrances — one for sellers on Canal Street and one for customers on Howard. But they’ve since expanded Stadium Goods into a variety of digital spaces including eBay, Farfetch, Zalando and Tmall’s Alibaba.
But putting sneakers on global platforms wasn’t enough and the founders quickly realized that storytelling and localized content was integral to driving sales. The shop is frequently used for Complex’s popular Sneaker Shopping series and in China they present a site that’s in full Mandarin and work with local Chinese talent on weekly live broadcasts.
This formula is working. LVMH Luxury Ventures is backing Stadium Goods and sales have grown by 125 percent from 2017 to 2018. Up next is implementing more gamification in the U.S. shopping experience, paying attention to gaming leagues and creating more content for women.