Rare sneakers
STORE SPACES

Bergdorf Goodman partners with fast-growing online sneaker platform

BY Marianne Wilson

Rare — and very pricey — sneakers are now on sale at one of the nation’s most iconic luxury retailers.

Goat, an online marketplace for the sale and resale of sneakers, is partnering with Bergdorf Goodman. The deal includes a curated exhibit of rare and highly coveted sneakers at Bergdorf’s men’s store on 5th Avenue in Manhattan.

The installation will include such sought-after kicks as Nike Air Mag ‘Back To The Future’ self-lacing sneakers, Kanye West x Louis Vuitton Jasper and Chanel’s collaboration with Pharrell on the Adidas NMD Human Race Trail. All items in the exhibit, which is open through September 14 (the end of New York Fashion Week), are for sale.

“Sneakers and athletic-driven sportswear have been a leading component of the designer and luxury menswear world, and we see this influence continuing to be very important,” said Bruce Pask, men’s fashion director at Bergdorf Goodman, which is part of the Neiman Marcus Group. “Goat is an innovator and leader in the resale space with an elevated aesthetic, peerless expertise, and a focus on customer experience and service, aspects that we absolutely share, making this a perfectly suited partnership and an exciting new experience that our customers can only find at BG.”

Goat Group (Goat refers to the sports acronym for Greatest of All Time) was founded in 2015 by college friends Eddy Lu and Daishin Sugano. In February 2018, it acquired cult-fave sneaker consignment retailer Flight Club, which operates three stores selling rare and coveted sneakers in New York, Los Angeles and Miami. In February, Foot Locker made a $100 million minority investment in the company.

“Retail and resale are just at the beginning of their convergence, and as the global demand for streetwear increases, we will continue to see its influence in the luxury market,” said Daishin Sugano, co-founder and CPO of Goat Group. “Collaborating with Bergdorf Goodman, the iconic luxury retailer, exemplifies the endless possibilities in the industry.”

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