# Gen Z Sneaker Pop-Ups American Eagle's Urban Necessities Resells Name-Brand Sneakers By Laura McQuarrie | Published 2019-03-14 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/urban-necessities References: [businessinsider](https://www.businessinsider.com/american-eagle-sells-50000-sneakers-at-new-york-store-2019-3) & [eventbrite](https://www.eventbrite.com/e/urban-necessities-opens-store-in-american-eagle-tickets-58391362136) At [American Eagle's](https://www.trendhunter.com/trends/off-the-cuff) Manhattan location, consumers can now find an [Urban Necessities](https://www.trendhunter.com/trends/uo-x-glendale) pop-up, which takes the form of a sneaker resale store and a place to purchase special edition sneakers from name brands like Nike, adidas and [Supreme](https://www.trendhunter.com/trends/canal-street-wear)—meaning that sneakers at the New York City pop-up range in price from $150 to $50,000. According to Chad Kessler, American Eagle's global brand president, "I am not sure everyone is in the market for a $50,000 sneaker. I am sure lots of people will be dying to come to the store and check them out." In partnership with resale brand Urban Necessities, American Eagle is specifically appealing to Gen Z shoppers, who love sneakers and sneaker culture but also value sustainability and the chance to make second-hand purchases with ease. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 63% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes) ## Key Themes ### Why This Trend Is Growing - **Sneaker Resale Pop-ups:** Creating pop-up stores that focus on sneaker resales presents an opportunity for brands to tap into the growing demand for limited edition and second-hand sneakers. - **Gen Z Sneaker Culture:** Catering to the Gen Z demographic's passion for sneakers and sustainable fashion can lead to innovative collaborations and marketing strategies that resonate with this consumer group. - **Second-hand Luxury Sneakers:** The rise of second-hand luxury sneakers offers a disruptive opportunity for brands to tap into the increasing popularity of high-end sneaker resale market. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can explore collaborations with sneaker resale brands and develop pop-up stores that cater to the demand for limited edition sneakers. - **Resale Marketplaces:** Resale marketplaces can expand their offerings to include curated selections of luxury sneakers, targeting the Gen Z demographic with a focus on sustainability. - **Sustainable Fashion:** The growing interest in sustainable fashion presents an opportunity for brands to promote the environmental benefits of second-hand luxury sneakers and align with Gen Z consumers' values. ## Related on Trend Hunter - [Cultural Newsletter Subscriptions](https://www.trendhunter.com/trends/off-the-cuff.md) - [Gen-Z-Focused AR Campaigns](https://www.trendhunter.com/trends/tryon-haul-lens.md) - [Flagship Denim-Focused Stores](https://www.trendhunter.com/trends/american-eagle-1.md) - [Gen Z Concept Stores](https://www.trendhunter.com/trends/uo-x-glendale.md) - [Urban Sneaker-Inspired Exhibits](https://www.trendhunter.com/trends/museum-of-graffiti1.md) - [Gen Z-Centric Campaigns](https://www.trendhunter.com/trends/shift-happens.md) - [Stylish Footwear Campaigns](https://www.trendhunter.com/trends/flex-as-you-go.md) - [Limited-Edition Urban Sneakers](https://www.trendhunter.com/trends/uneek-sneaker.md) - [NYC-Based Apparel Stores](https://www.trendhunter.com/trends/aviator-nation.md)