#SOY Centennials bet on tennis – El Sol de México

49 percent of young Spaniards in the “Generation Z” has bought special collections of athletic shoes as an investment asset, according to data from the platform marketing between individuals of limited editions StockX.

This data highlights the strength of this trend, which has been making itself felt for some time in markets such as the United States.

Read also: #SOY They reinvent the iconic Dior chair

The ‘centennialls’ have a way of investing that is far removed from that of other generations: they invest in general terms with a higher risk due to the promise of higher returns, which explains their preference for assets such as cryptocurrencies.

Something similar happens with products from special collections, since users of StockX They sell them at a very generous premium to the initial selling price.

“In recent years we have seen a new generation of consumers move away from traditional investments, such as stocks, and invest in items that interest them on an emotional and cultural level. Products such as sneakers, clothing and collectibles now function as alternative assets (because) they offer both cultural ‘engagement’ and constant benefits”, said the director of StockX for EMEA, Derek Morrison.

Alternative investment is one of the preferred bets by investors in the current scenario, with varied bets ranging from venture capital to real estate or art.

The CEO of Saisho, Carlos Suárez, explained to Europa Press that art can act as an active refuge in times of high inflation or conflict, since it always tends to be revalued.

This is not the case of the clothes. Although they share this component of scarcity, especially if it is an exclusive collection, they have the drawback that the initial sale price is always taken as a reference value, since they are “very niche” items, which means that its potential demand “is much lower,” according to Suárez.

However, one work of art it always tends to be revalued and depends more on the artist who creates it. “If he artist it becomes fashionable, all collectors want to buy and they push the price up”, says Suárez.

For the CEO of Saisho, the case of the shoes is more similar to that of the trading cards, than in some markets they have reached very high figures compared to their initial price, or to antique items, which are restored and sold years later.


Luxury items also have their place in this trend and are sold at very high premiums compared to their initial price, as is the case with Chanel and Louis Vuittonamong other.

In fact, those of this last firm are usually “scarce products”, as highlighted by StockX, especially if they are exclusive collaborations with other brands.

“If you manage to buy them in ‘retail’, there are very high chances that you can make money by reselling them in the secondary market,” they point out from the platform.

For example, the portfolio Louis Vuitton for Supreme it is sold on the platform at around 4,351 euros, which would mean a premium of 450 percent compared to its retail price, while the belt of the same firm for Takashi Murakami is priced at 1,250 euros, with a premium of 343 percent compared to its sale price, according to data from StockX.

Morrison has indicated to Europa Press that luxury brands are “always looking for new ways to stay in the eyes of their customers”, and one way to do this is through collaborations with contemporary brands.

“As luxury brands look to connect with their future customers, expect more experimentation in how they present their brand.”

Thus, remember that ten years ago no one thought of the possibility of signing as Dior they allied with others like Jordan Brand to launch some sneakers.

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Suárez considers that in the case of luxury items, the origin is of great importance, that is, the hands through which it has passed before, especially if it is a celebrity.

A case similar to this type of investment could be that of the eggs of the Russian jeweler Carl Fabergé, for which millions of euros are paid.

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