Death of Deadstock

Years ago, sneakerheads stored up buried treasure in the form of deadstock (unworn, unboxed) sneakers. Many Jordan collectors and SB enthusiasts alike would put classics on ice in hopes of them accumulating monumental value for resale or the ultimate neck-breaking moment years after their release. Across the world, shoe lovers would spend endless hours searching eBay and forum listings in hopes of finding an unworn pair of their holy grails. At the height of the deadstock hype, a pair of $100 Air Jordan 3 Retros from 2001 went for as much as $800! Consumption patterns have clearly changed as sought-after OGs are seen going for similar rates to their retro counterparts. In addition, re-sellers are now taking hits by selling them for less than retail. With that said, are the days of deadstock dead? Nice Kicks offers a quick autopsy of what might have killed deadstock.

Blogs– At the turn of the millennium, most closet sneakerheads found fellowship in the form of online sneaker forums. The days of hiding copies of Eastbay and KICKS under one’s bed were over with the advent of websites like Nike Talk and ISS. Forums were a great way to discuss kicks with fellow collectors. Conversely, this dialogue created tons of hype and led to a competitive environment for showcasing pick-ups. Sneakerheads would turn to blogs for the most reliable and up-to-date release news. Blogs made it easier to find information by posting news as it was released and cutting down on the silly discussion posts that often made it hard to navigate forums. Readers soon became enticed by new releases and quit chasing originals.

Natural Causes– Nothing last forever and sneakers are no exception. Sneakers held in storage can deteriorate due to moisture, damage, and old age. We’ve all heard horror stories about people that un-deadstocked an ancient pair from storage only to have them crumble upon wearing. Old shoes are also subject to yellowing among other discolorations. Piss-yellow soles are sure to leave you pissed off, especially if they were never worn. Silica gel packs can’t solve all problems!

Retro Overload – In the past few years, there has been a surplus of retro products on the market. Whether the product was on point or you feel your favorite pair was bastardized, there’s a good chance the shoes you wanted to have were re-released and you did not get all the ones you wanted. It is impossible for any consumer to keep up with all the retros let alone save up for grails. The overload of colorways kills the resale market for previous retros and gives most people the model they want even if it’s not the desired colorway. Calling all Air Jordan 1s!

Recession– Times are tough economically speaking, and most people have to budget. Many people have trouble affording a pair of shoes to wear, therefore who can afford a pair of shoes they’re NOT going to wear? Sitting on a pair of shoes as a collectible or an investment is pretty ridiculous these days. It’s a move not even the flyest crate diggers can pull.

So are the days of deadstock dead? While symptoms are strong it’s still not time to put deadstock on its death bed. Retro product doesn’t satisfy the needs of all collectors and not much matches the feeling of unboxing a pair of unworn holy grails. Today’s classics also provide a chance for a revival of deadstock in years to come. Undoubtedly, many sneakerheads are collecting and storing up Zoom Lebrons in hopes of them garnishing OG Jordan status in years to come. Will they achieve the same status? Only time will tell. One thing is for sure though, you can never go wrong wearing your shoes.

With that said, what are your thoughts regarding deadstock? How many sneakers do you own in deadstock condition? Voice your opinion below.