Would you pay ₹5 lakh for a second-hand sneaker? Sounds absurd, right? Well, not in the sneaker resale market - an industry now worth a staggering $86.8 billion - bigger than Sri Lanka's GDP!

At the heart of this booming trade? Nike. The brand doesn't sell second-hand sneakers, yet it benefits from every single resale. Here's how they pulled off this genius strategy:

1.Exclusivity = Sky-High Prices

Nike's limited-edition drops create insane hype. People line up for hours (or crash websites in seconds) just to own a piece of sneaker history. When supply is low and demand is through the roof, resale prices shoot up 10X.

2. Sneakers as an Investment

A pair of Nike Mag sneakers released in 2011 for ₹9,000 was worth ₹4.95 lakh by 2016. That's a 5,400% return on investment - better than the stock market! Today, sneakerheads buy and hold rare kicks like assets, hoping for massive resale gains.

3. A Whole Resale Economy

From WhatsApp resellers to billion-dollar marketplaces like StockX and GOAT, thousands of sellers flip sneakers daily. Some even turn it into a full-time business! Every pair resold keeps Nike at the center of global sneaker culture - without them lifting a finger.

The Genius of Nike's Strategy

Nike benefits without directly selling second-hand shoes:

1. Free Marketing – Every resale makes Nike more desirable.

2. Endless Demand – People crave the next drop even more.

3. Brand Legacy – Sneakers become cultural status symbols.

So, while you might hesitate to drop ₹5 lakh on a used sneaker, thousands are doing it - helping Nike build a billion-dollar empire without selling a single second-hand shoe.