Marking a significant shift in consumer preferences, Asics has emerged as a leading brand in the sneaker resale market. As per a report by online trading marketplace StockX, with demand for major labels like Nike on a decline, challenger brands such as Yeezy and Fear of God are reshaping the secondhand sneaker landscape, with Asics standing out as a key player.

Asics' resurgence can be attributed to several factors, particularly its strategic collaborations and the enduring appeal of its classic models. A notable collaboration fuelling Asics' success is the JJJJound x Asics Gel-Kayano 14, released in 2022. Along with other popular releases, this partnership has helped position Asics as a sought-after brand in the resale market.

Asics' classic models, such as the Gel-1130 and Gel-Kayano 14, continue to drive the brand's popularity, highlights StockX, Additionally, the brand’s newer releases like the Gel-NYC and GT-2160 have also garnered significant attention, further solidifying its position in the market.

Scott Cutler, CEO, StockX, notes, driven by shifting consumer preferences and innovations from challenger brands, the sneaker market is undergoing significant changes. The inspiration and innovation coming from these brands are shifting market share and consumer preferences away from traditional leaders, he adds.

The streetwear market is also experiencing notable shifts, with legacy brands such as Supreme and BAPE reporting declines of 3 percent and 7 percent, respectively. In contrast, Fear of God has experienced an 18 percent rise, reflecting the brand's growing influence and appeal within the streetwear community.