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StockX's Insightful Current Culture Index for 2025

On January 12, 2026, StockX published its annual Big Facts: Current Culture Index, highlighting key trends that shaped the resale market in the previous year and offering insights for what’s to come in 2026. The report underscores the increasing role of the secondary market across different categories, showcasing nearly 200 brands who established new sales records.

Greg Schwartz, the CEO of StockX, commented on the multifaceted nature of 2025's market dynamics, stating, “Our data shows that 2025 wasn't defined by a single category or trend — it was shaped by a number of standout releases. Companies that moved quickly, prioritized innovation, and aligned with the right partners reaped the benefits.” This statement reflects the broader implications of adaptability in a rapidly evolving marketplace.

Sneaker Trends in 2025

Sneakers held a prominent position in StockX's sales landscape, with established brands like Nike, Jordan, adidas, New Balance, and ASICS consistently recognized as top-sellers. After experiencing a downturn, both Nike and Jordan are demonstrating signs of reviving with average sneaker prices rising by 5% and 6% year-on-year, respectively.

However, the spotlight also fell on lesser-known brands for their exceptional growth. Mizuno emerged as the fastest-growing sneaker brand with an impressive 124% increase in sales, largely attributed to lifestyle-forward designs such as the MXR and Wave Prophecy Moc. Close on its heels was Maison Mihara Yasuhiro, showcasing a remarkable 91% growth with its chunky, unique sneaker designs.

Other notable names making significant strides included Saucony and Salomon, which indicated a strong consumer interest in blends of performance and lifestyle-focused footwear.

Beyond Sneakers: Evolving Footwear Preferences

The demand for comfort and bold aesthetics transcended the sneaker category in 2025. UGG claimed the title of best-selling shoe brand, showcasing its prowess with new products like the UGG Zora Ballet Flat and a partnership with sacai on loafers. Surprisingly, Nike also topped the non-sneaker growth charts with an astonishing 5,811% sales increase due to the popularity of the ReactX Rejuven8, a novel recovery-focused shoe model.

Bravest Studios made a significant impression by climbing to the second position for growth, promoted by playful shoe designs that juxtaposed creativity with comfort.

Apparel: The Power of Scarcity and Collaborations

The report reinforced the enduring significance of limited availability and strategic partnerships in boosting apparel sales. Uniqlo stood out as the fastest-growing apparel brand, recording a substantial 667% sales upswing, fueled by high-profile collaborations with Needles and KAWS. Meanwhile, SKIMS also excelled with a 196% increase thanks to exclusive collaborations with The North Face and Dolce & Gabbana.

Fear of God maintained its status as the most traded apparel brand, followed by Supreme, Nike, and Yeezy, underscoring the relentless demand for iconic styles and branding.

Collectibles and Electronics: Shifting Market Dynamics

In the collectibles sector, Pop Mart notably surpassed LEGO as the leading traded brand, reflecting the rise of “kidult” culture inspired by whimsical collectibles. Canon, with its upward trajectory, dominated electronics, claiming the second best-selling spot and achieving over 6,000% growth, led by the Canon PowerShot G7 X Mark III.

The Road Ahead: Predictions for 2026

Looking towards 2026, StockX anticipates that significant sporting events like the FIFA World Cup will amplify soccer's footprint in U.S. fashion, while the Milan Olympics could catalyze new fashion trends in athletic gear. The coming year also holds promise for artists like Bad Bunny, who is expected to launch his first signature sneaker with adidas, influenced by his mainstream appeal.

Despite the competitive landscape with emerging brands, Nike is forecasted to maintain momentum driven by innovation and event-based strategies. Additionally, trading cards and re-commerce are set to flourish as consumer preferences shift towards sustainability and unique storytelling through products.

As 2026 progresses, stakeholders across the market will need to keep up with emerging trends fostered by consumer demand and innovative approaches to product placement and branding.

For a deeper dive into StockX's 2026 Current Culture Index, refer to the detailed report available on StockX's official site. StockX stands at the forefront of reshaping the marketplace for in-demand consumer goods, serving as a critical platform that enables buyers and sellers to engage based on real-time market insights.