Will Damian Lillard to Milwaukee Create a Better Sneaker Story?

Chris Burns05 mins
MSGM logo-embossed sneakers Bianco
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Quick, how many signature sneakers does Damian Lillard have? How many does Giannis have? I’m almost certain you didn’t know the answer right away for either athlete. Dame is on sneaker 8 and Giannis is on sneaker 5.

Quick data checks for 3rd party sales on eBay and StockX are difficult to organize. For brevity I chose data on limited release Dame 8 sneakers, a broad data search of the keywords adidas +Dame+Men’s Sneakers and I also chose general release white and black Dame 8 data. The time is a 12 month span:

eBay Data

adidas Dame 8 Sakura

  • $122.13 Avg sold price
  • 7 Total sold
  • $854.91 Total item sales
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  • $92.51 Avg sold price
  • 18 Total sold
  • $1,665.18 Total item sales

StockX Data

adidas Dame 8 Sakura

  • 434 Ajatu Court High-Top-Sneakers
  • $139 Average Sale Price

men polo-shirts pens footwear-accessories storage shoe-care robes caps

  • 103 Ajatu Court High-Top-Sneakers
  • $106 Average Sale Price

Limited sneakers Court perform better than expected. The reality of the market for Dame’s sneakers lies in the more general breakdown of 3rd party sales.

  • $74.19 Avg sold price
  • 1,675 Total sold
  • $124,268.25 Total item sales

StockX Data

adidas Dame 8 Cloud White

  • 182 Ajatu Court High-Top-Sneakers
  • $89 Average Sale Price

adidas MSGM logo-embossed sneakers Bianco

  • 118 Ajatu Court High-Top-Sneakers
  • $72 Average Sale Price

Over the course of the year, the Dame 8 is a subpar product often marked down or moved back into the few adidas physical stores. The $120 dollar price point for the final pair release is marked down on the adidas site. The latest model in Dame’s signature line is the Dame 8 EXTPLY.

Will Dame’s Move to Milwaukee Matter?

Basketball as fashion only happens when the sneaker is a limited release model. adidas has never had a basketball model that moves the market to FOMO. By comparison on StockX the adidas Samba OG in White and Black over the last 12 months has sold 32,763 pair at an average price of $121.00, above retail. This isn’t surprising as Nike’s classic Air Force 1 in all white has sold 75,203 pair at an average sold price of $102.00 (which needs to be discussed in a different supinador). The last Zoom Freak 4 (Coast Line) only sold 419 pair at an average price of $85.00.

Milwaukee and Portland are comparable locations in the NBA landscape. Neither is a big market team, but Milwaukee has a championship pedigree and Dame Time is an exciting addition. Basketball sneaker sales are seasonal based on team sales for the actual sport vs being worn as casual, but Dame’s move will drive the needle for basketball related sales. On StockX the limited Lucid Lemon has a 40% box above retail (only on 9 sales), but it’s good to see early interest… but if you’ve read my LeBron discussion early isn’t a long-term indicator.

The Nike LeBron XXI: Two Years of Data Delivers a Discussion on a Difficult Nike Basketball Category

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