DJ01 Mens Tennis Shoes

How to invest in sneakers

How to find the best shoes

To invest in sneakers, you first need to find shoes to sell. Shoes aren’t hard to find, but shoes that might sell for a profit are harder to come by.

You can purchase new shoes in retail stores or online. Some companies have even created mobile apps to manage releases of new shoes. Nike created the SNKRS app, which allows you to get information on upcoming releases and set up notifications when a sneaker sale drops. You can then purchase shoes directly through the mobile app.

Unfortunately, buying sneakers through these mobile apps involves a lot of luck. The competition to purchase them first is fierce and often leaves many buyers empty-handed. Shoe retailers also utilize raffles and social media contests to determine who gets a chance to buy exclusive sneaker releases. Again, there’s luck involved to land a spot in line to purchase exclusive sneakers. You can buy sneakers at secondary sneaker resale websites, but you’ll pay a premium, cutting into potential profits.

The good news is these aren’t the only places to look for sneakers to resell. Stores like TJ Maxx, Marshalls, and retail outlet stores often carry quality shoes at discounted prices. Also, check the clearance racks at department stores, shoe stores, and other retail locations. Thrift stores could be another option for finding hidden gems since people looking to turn old stuff into extra cash might not realize exactly what they own.

An easier way to invest in sneakers

There is another way to invest in sneakers without spending time buying and selling online. Otis is an alternative asset investment company that allows individuals to invest in cultural items like collectibles, art, and sneakers.1

Sneakers may seem out of place in the investing world, but Otis isn’t dealing with shoes you would find at your local sporting goods store. One of its current assets is the “Shattered Backboard” AJ1 worn by Michael Jordan during an exhibition game in Italy in 1985. During the game, Michael Jordan shattered the backboard while making a dunk. The shoes still have a piece of the backboard glass embedded into the sole. This particular pair of sneakers are the most expensive shoes ever sold on the public market.

How Much Support Do You Need?

How does your foot hit the ground when you run?

Pronation is the natural way your foot rolls inward when it strikes the ground and then propels forward. There are three different types of pronation, and you may want shoes with features that support your pronation level. Brands use different footwear technologies and features that reduce excess movement. The technologies are meant to guide the foot through a smoother transition.

Basic Pronation

(Also called Neutral Pronation) When your foot rolls inward a typical amount. It helps you absorb impact and relieve pressure on knees and joints. It is a normal trait of neutral, biomechanically efficient runners.

An illustration showing what basic pronation looks like


When your foot rolls inward excessively, leaving you at risk of injuries. Overpronators may want stability or motion control shoes. Look for patterns of wear near your big toe and the inside sole at the ball of your feet. 

An illustration showing what overpronation looks like


When your foot rolls outward when it hits the ground. Relatively few runners supinate, but those who do may want shoes with more cushion and flexibility. Look for signs of wear along the outside edge of your shoe.

An illustration showing what supination looks like

Determining Your Pronation

One way to determine your pronation is to have a footwear specialist observe your gait when you run. Another way is to examine the wear pattern on a well-used pair of running shoes. Use this guide to figure out your pronation and the level of shoe support you might consider:

Basic Pronation

Your foot rolls inward a typical amount.

Pattern of Wear on Shoes: 
Centralized to the ball of your feet and portion of your heels.

Shoes to Consider:
Neutral shoes or stability shoes with light structure.

Wear pattern on shoes caused by neutral pronation


Your foot tends to roll in too much.

Pattern of Wear on Shoes: 
Concentrated along the inside edge of the shoe.

Shoes to Consider:
Stability shoes with structured support. In extreme cases, motion control shoes.

Wear pattern on shoes caused by overpronation


Your foot tends to roll outward excessively.

Pattern of Wear on Shoes: 
Concentrated along the outside edge of the shoe.

Shoes to Consider:
Neutral shoes may work well.

Wear pattern on shoes caused by supination

Finding Your Level of Support

Once you’ve decided what kind of ride you’d like to experience from your shoes, depending on your biomechanics, you can find a level of support in your shoes to bolster your gait. There are three categories of running shoe support: neutral, stability and motion control (high support).  

Neutral shoes:

  • They can work for mild pronators but are best for neutral runners or people who supinate (tend to roll outward).
  • They typically do not have motion control features such as “medial posts” that reinforce the arch side of each midsole. 

Stability shoes:

  • These shoes have stability devices that help control pronation.
  • They often include guide rails which control side-to-side motion.
  • Good for runners who exhibit mild to moderate overpronation.
  • Shoes are not as rigid as motion control shoes.

Motion control shoes:

  • These are the most stable of running shoes to counter moderate or severe overpronation. (Note: These are less common and most likely to be carried in specialty running stores.)
  • Best for runners who exhibit moderate to severe overpronation.
  • Features include firm posts that reinforce the arch side of each midsole, stiffer heels and a design built on straighter lasts to counter overpronation.
  • Special internal construction such as stiffer heel or denser foam.

How to Choose Running Shoes

“Heel drop and the total amount of cushioning are independent of each other; it is possible to find ultra-cushioned shoes that still have a zero or low drop. “

Casual Basketball Shoes

Whether you’re running for fun or training for a marathon, the right running shoes provide the proper foundation for your entire body, can help prevent injuries and make it far more enjoyable to log those miles. Ultimately, the right pair will fit well from the start and complement your running style.

Here are the key decision points to help you find a shoe that fits and feels good:

1. Consider where you’re planning to run. Do you mostly hit the road? Or do you hit the trails and gravel paths? Your choices are road-running, trail-running or cross-training shoes.

2. Decide if you want more or less cushioning underfoot. Do you want to feel like you’re running on a cloud with maximum cushion or to feel the ground underfoot? Cushioning—the thickness of material under the midsole and the firmness of the foam—and heel drop are two factors to consider in the construction of a running shoe.

3. Understand whether you need a specific type of support for your gait. Most runners will be able to choose a neutral shoe, but if your foot tends to roll to the far outside or inside, there are shoes that can help you.

4. Make sure the shoe fits. Your shoe should fit well from the start with no breaking-in period.