StockX has unveiled its seventh annual Current Culture Index, shedding light on the brands and products that shaped the resale market in 2025 while offering insightful predictions for 2026. The report highlights a remarkable trend: nearly 200 brands achieved their highest annual sales on the StockX platform last year, illustrating the increasing impact of the resale market across various categories, including sneakers, apparel, accessories, collectibles, and trading cards.
According to Greg Schwartz, CEO of StockX, “2025 wasn’t defined by a single category or trend — it was shaped by a number of standout releases.” He emphasized that brands that acted swiftly, embraced innovation, and formed strategic partnerships enjoyed significant rewards. As the company looks towards 2026, Schwartz noted that the winners will be those who understand the principles of scarcity, storytelling, and community, rather than merely focusing on scale.
Highlights from the 2026 Current Culture Index
**Sneakers:** Legacy Brands Lead, New Entrants Surge
For the third consecutive year, Nike, Jordan, adidas, New Balance, and ASICS topped the list of best-selling sneaker brands on StockX. After a brief period of decline, both Nike and Jordan are showing signs of recovery, with average sneaker prices increasing by 5% and 6% year-over-year, respectively. The most notable growth was observed among unconventional brands. Mizuno emerged as the fastest-growing sneaker brand, with sales surging by 124% year-over-year, thanks to lifestyle-oriented models like the MXR and Wave Prophecy Moc. Following closely, Maison Mihara Yasuhiro reported a 91% increase, while Saucony and Salomon saw growth rates of 59% and 58%, respectively.
**Shoes Beyond Sneakers:** Comfort and Creativity Prevail
Outside the sneaker category, the demand for comfort and unique designs dominated consumer preferences. UGG retained its position as the top-selling shoe brand, a title it has held since StockX began tracking shoes separately from sneakers in 2022. The brand’s success was bolstered by new releases such as the UGG Zora Ballet Flat and UGG x sacai Loafer. Additionally, Nike emerged as the fastest-growing non-sneaker footwear brand, recording an astonishing 5,811% increase in sales, driven by the popularity of the ReactX Rejuven8, a recovery-focused silhouette. Independent label Bravest Studios also excelled, achieving 197% growth with its whimsical footwear designs.
Strategic Collaborations and Cultural Shifts
The importance of limited supply and strategic collaborations continues to be a significant growth factor in the apparel sector. Uniqlo was recognized as the fastest-growing apparel brand on StockX, with sales skyrocketing by 667% year-over-year, largely due to successful partnerships with Needles and KAWS. SKIMS, ranked third among fast-growing apparel brands, experienced 196% growth, fueled by limited releases in collaboration with The North Face and Dolce & Gabbana. While it did not make the top five, adidas recorded a 49% year-over-year increase in apparel sales, supported by its limited edition Adidas Originals x Oasis collaboration.
In the collectibles arena, Pop Mart surpassed LEGO to become the leading traded collectibles brand, reflecting the ongoing appeal of “kidult” culture. The electronics sector saw Canon rise significantly, climbing 19 spots to become the second best-selling electronics brand on StockX, achieving over 6,000% growth compared to 2024. The Canon PowerShot G7 X Mark III emerged as the best-selling electronics product last year.
Scarcity remains a critical driver in the accessories market. Sprayground was the only accessories brand to feature in both the top five best-selling and fastest-growing categories, ranking third in total trades and first in growth with a 287% increase in sales. Louis Vuitton climbed four spots to rank fourth among best-selling accessories brands, driven by high demand for its Murakami collaboration.
Looking ahead, StockX has made several predictions for 2026. The platform anticipates that the 2026 FIFA World Cup will enhance soccer’s influence in U.S. fashion, paving the way for retro cleats to be reimagined as lifestyle footwear. The upcoming Milan Olympics is expected to provide brands with opportunities to merge sport and fashion, historically leading to spikes in demand for athlete- and team-linked products.
Music artist Bad Bunny is also expected to have a significant year, with a much-anticipated Super Bowl halftime performance and the launch of his first fully original adidas signature sneaker. As StockX enters 2026, it remains focused on fostering innovation and developing new products, such as the Nike Mind 001, to maintain growth in a competitive marketplace.
Overall, trading cards are projected to continue their upward trajectory, supported by strong release calendars and rising resale prices, particularly as Pokémon celebrates its 30th anniversary. The demand for collectibles is likely to persist, but consumer loyalty may shift towards brands that effectively balance charm, storytelling, and controlled supply.
For more details, visit StockX’s 2026 Current Culture Index at https://stockx.com/about/sx-market-insights/big-facts-current-culture-index-2026/.
Founded in 2016, StockX is a technology leader based in Detroit, connecting buyers and sellers of high-demand consumer goods globally. The platform leverages dynamic pricing mechanics, providing access and market visibility powered by real-time data. With a workforce of 1,000 employees, StockX covers hundreds of brands across various sectors, including major names like Jordan Brand, Nike, and Louis Vuitton. Learn more at www.stockx.com.
