Streetwear resale platform GOAT Group has launched Sneakers.com, a new site offering brand-new sneakers at steep discounts with average orders around $70. The move comes amid a slowdown in the sneaker market affecting major brands like Nike and adidas. GOAT's chief brand officer cited consumer demand for value as a key driver.
GOAT Group, founded in 2015 and backed by major investments, officially unveiled Sneakers.com on Tuesday. Unlike its core platforms focused on premium secondhand sneakers priced at $150 or more, the new site sells only brand-new shoes at much lower prices. Examples include the adidas AE1 and Air Jordan 1 High starting at $60, with general releases as low as $25 to $30 and higher-end variants up to $100 to $200. The site had a soft launch in 2025, sparking skepticism among users on Reddit about its legitimacy amid concerns over scams and counterfeits. GOAT's chief brand officer, Sen Sugano, told WWD, “I think, especially now, we’re operating in a moment where value really matters. Consumers want to see their dollar go further. More than that, they need their dollar to go further.” This shift follows GOAT's expansion, including a secondary platform in 2020 and the acquisition of Grailed in 2022. The broader sneaker market has cooled after a post-pandemic boom. Nike suffered a $28 billion market value drop in July 2024 and saw revenues fall 10% in 2025 despite a new CEO and product pushes. Adidas posted record $28.5 billion revenues with 13% growth in 2025 but faced a Bank of America downgrade in January 2026. Resale prices have also deflated; BoF's Mike Sykes told NPR that a Jordan 1 model once reselling for $500 to $600 now fetches around $200 to $300.
