adidas Ultraboost 22 Follows the Script in Redirecting the Energy of Their Flagship Trainer Wine Down, a show that follows each episode of HBO’s hit series “Insecure”. I’m using the episode of the Wine Down as a placeholder for the actual episode because I don’t want to utilize clips from YouTube channels pulling footage from the show. Which has absolutely nothing to do with this post. At the start of the episode, where the friends are coming together for a day of self care, the character Tiffany Dubois (played by Amanda Seales) is wearing an adidas track suit as she enters the house. This isn’t the first instance of adidas showing up in the series. In episode 6, Issa wears a customized three stripe track suit. Hinting at a paid relationship with adidas for the mega-hit series. As Tiffany enters the room the dialogue happens quickly. Issa asks how she was able to find the suit? The character Kelli (played by Natasha Rothwell) responds, “Girl, she overpaid for that on StockX.”
The quip is fast and I have to wonder if it resonated with the audience at all. I also have to wonder if this was a paid placement. The jacket wasn’t from an Ivy Park collection, or Kith; it was the basic three stripe tracksuit. In that instance, StockX was folded into the lexicon of 30something Black women and men, and anyone, watching the show. Whether through paid placement or not, StockX is no longer a niche site catering solely to sneakerheads. It’s being positioned as a site for every item you could be looking for. What should worry sites like eBay and Poshmark is that the writer’s of the show chose to utilize StockX as the shopping site of choice for women in resale. There wasn’t a joke for a luxury item and finding it on TheRealReal. There wasn’t a joke about buying on Instagram. The writer placed an underserved demographic in direct contact with a third party resale platform supposedly only catering to hypebeasts. Check out the Wine Down episode below. This is something to keep an eye on.
