Shoppers are increasingly favoring lower-priced trainers as the resale market cools and consumers re-evaluate the value of high-end footwear.

The sneaker market is seeing a shift as enthusiasts move away from premium-priced models toward more affordable options. While flagship trainers from major brands like Nike, New Balance, and Adidas have reached retail prices between £200 and £250, many consumers are now prioritizing value and versatility. This trend marks a departure from the pandemic-era resale boom, where limited-edition sneakers were frequently treated as high-value assets.

The Rise of Trainerflation

Dom Jacob, founder of the sneaker discovery platform Sneak in Peace, attributes the surge in sneaker prices to the 2020 pandemic. During this period, brands observed that resale platforms like StockX and GOAT were capturing significant profits on their products, leading brands to raise retail prices. Jacob notes that this period was marked by a disconnect between the quality of the footwear and the cost to the consumer.

Shifting Consumer Preferences

There is growing evidence that sneaker enthusiasts are now buying fewer pairs and opting for more reasonably priced models. Shoes such as the Nike V5 RNR at £80, the New Balance 740 at £70, and the Asics Gel-1130 at approximately £90 are gaining traction. These models are being featured prominently in brand campaigns, and some, such as the £79.99 Nike Mind 001, have seen sustained demand.

Repair and Utility

Beyond purchasing cheaper models, some consumers are choosing to repair existing footwear to extend their lifespan. Vinnie Tao, founder of the Manchester-based boutique Sneaker Pharm, reports an increase in customers seeking repairs, a trend he links to both economic factors and sustainability. Additionally, there is a renewed interest in the 'daily runner'—a versatile shoe suitable for both exercise and casual daily wear.