The first sneaker shop that rewards sneakerheads
for actually wearing their sneakers
“Two blocks are filled with people lined up waiting for eBay’s Wear ‘Em Out store to open. The hype is real.”
BACKGROUND
As the sneaker market continues to explode, so has competition from newer platforms whose approach prioritizes the transactional “sneaker game.” As the original resale marketplace, eBay needed to reclaim the hearts and minds of sneakerheads.
CHALLENGE
The industry has been bombarded by resellers and bots buying out retailers seconds after new designs drop, only to flip them for a profit. This leaves many sneakerheads unable to afford the pairs they want most. How could eBay get sneakers to people who will actually wear them?
IDEA
The Wear ‘Em Out Store presented shoppers with a simple choice: keep the shoes in “deadstock” condition and pay market price, or lace ‘em up and wear ‘em out of the store to unlock a major discount.
“In the first hour of the shop’s opening, dozens of sneakerheads opted for this option, laced up their new buys, and excitingly exited the store.”
“Instead of encouraging sneakerheads to keep prized footwear “on ice,” eBay incentivized shoppers to wear their purchases—right out the door.”
“A majority of sneakerheads wear less than half of their collections… Hopefully, the Wear ‘Em Out Store can change that.”
“eBay’s Wear ‘Em Out Pop-up store on Fairfax Avenue is the new stop for sneakerheads everywhere”
The Results
1.5+B
earned
impressions
2000%
increase in mentions of
“eBay sneakers” on social
25%
increase in sneaker sales on eBay.com over the previous year
