StockX hails ‘Nike’s comeback’ as it reveals 2026 brand predictions

StockX, the US-based online resale marketplace for sneakers, apparel and accessories, has released its Big Facts Report 2026 revealing the bestselling and fastest growing brands of 2025, as well as its resale predictions for 2026.

The report hails “Nike’s comeback”, with both Nike and its Jordan brand remaining market leaders by total trades, with average sneaker prices up 5% and 6% respectively year-on-year “after a period of softness”.

Nike also emerged as the number one fastest-growing ‘non-sneaker footwear brand’ on StockX in 2025, posting a huge 5,811% increase in sales. The surge was fuelled by explosive demand for the ‘ReactX Rejuven8’, a new recovery-focused silhouette introduced early last year.

StockX cites other reasons for Nike's success of late after a period of uncertainty, such as the hype surrounding the launch of Nike SKIMS, a new sub label with Kim Kardashian’s SKIMS brand which has “a promising outlook” after launching in 2025, as well as the rise in interest in football - especially in the lead up to the World Cup this summer, uniquely taking place across the US, Canada and Mexico.

Independent label Bravest Studios was the second fastest-growing non-sneaker footwear brand after Nike, with 197% growth. From fuzzy bear claw mules to big toe-shaped slippers, its emphasis is on playful, irreverent designs which are proving highly desirable in the secondary market.

Nike, Jordan, Adidas, New Balance and ASICS topped StockX’s list of the best-selling sneaker brands of 2025.

However, the most dramatic sales growth came from other less conventional players, with Mizuno emerging as the fastest-growing sneaker brand of 2025. It saw sales up 124% year-on-year, driven by a shift towards lifestyle-forward silhouettes including the ‘MXR’ and ‘Wave Prophecy Moc’.

Maison Mihara Yasuhiro followed closely at number two in fastest growing sneaker brands, posting 91% growth. The brand’s chunky, intentionally distressed designs “stand out amidst a sea of slim sneakers”.

Other fast risers in the sneaker category included Saucony (+59%) and Salomon (+58%), signalling continued momentum for styles that blend performance and lifestyle.

Outside of the sneaker category, consumers gravitated toward comfort and bold design. UGG was the number one best-selling shoe brand in 2025, a position it has held since StockX segmented shoes from sneakers in 2022. The brand continued to generate “cultural heat” in 2025 thanks in large part to new hero products and colourways, including the UGG ‘Zora Ballet Flat’ and ‘UGG x sacai Loafer’.

Greg Schwartz, CEO of StockX, said: “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, prioritised innovation, and aligned with the right partners reaped the benefits.

“Nearly 200 brands reached all-time annual sales highs on StockX last year, from legacy leaders to emerging and independent labels. As we look ahead to 2026 and beyond, the brands that will win are those that understand scarcity, storytelling, and community - not just scale.”

Limited supply and strategic collaborations remain two of the strongest growth drivers in the secondary market. Uniqlo was the number one fastest-growing apparel brand on StockX in 2025, with sales up 667% year-on-year, thanks to high impact partnerships with Needles and KAWS.

Additionally, SKIMS (the number three fastest-growing apparel brand) recorded 196% growth, with limited releases and collaborations - including with The North Face and Dolce & Gabbana - fuelling “strong secondary market demand”.

While it didn’t make the top five, Adidas (number eight) posted a 49% year-on-year increase in apparel sales, powered by its limited-edition Adidas Originals x Oasis collaboration. The 2025 Mexican national football team jersey also provided a boost.

Looking at the top-traded apparel brands, Fear of God maintained the number one spot for the fourth consecutive year. Supreme came in at number two, Nike at number three, and Yeezy at number four, while BAPE climbed one position to clinch number five.

Sprayground stood out as the only accessories brand to appear in both the top five best-selling and top five fastest-growing lists, ranking number three in total trades and number one in growth, with sales surging 287% year-on-year.

Louis Vuitton jumped four spots to secure the number four position among best-selling accessories brands, driven by overwhelming demand for its latest Murakami collaboration.

Meanwhile, Central Cee’s Syna World harnessed scarcity and community-led drops to fuel a 251% increase in accessories sales, landing at number three on the fastest-growing list.

The StockX platform expects the 2026 FIFA World Cup will accelerate football’s influence in US fashion, from retro cleats reimagined as lifestyle footwear to deeper collaborations between clubs and streetwear brands.

Elsewhere in sports, the Milan Olympics will present an opportunity for brands to fuse sport and fashion, a combination that historically drives spikes in demand for athlete and team-linked products on StockX.

Puerto Rican rapper Bad Bunny is also poised for a defining year, with a highly anticipated Super Bowl halftime performance and a first fully original Adidas signature sneaker slated for 2026.

Nike enters 2026 with renewed momentum fuelled by a strong Jordan brand and continued dominance in categories like performance basketball.

Ongoing investments in innovation and new product development - such as the Nike Mind 001 - will further growth. Global moments like the World Cup and the Olympics, along with a more disciplined release strategy for core Jordan silhouettes, should further boost the brand, even as competition from challenger sneaker brands continues to intensify.