Nike's share of the sneaker resale market rose to 72.3% in September, according to a new report from Citi. That was a 63-basis-point increase from August. Growth was largely driven by the Jordan brand, which has rebounded in the secondary market.
The resale performance contrasts with Nike management's comments in the company's first-quarter fiscal 2027 earnings report. Management identified Jordan as an area needing improvement, citing declining revenue. Strong resale performance suggests continued consumer demand and brand cachet, despite challenges in primary retail sales.