Kicks Crew

Kicks Crew operates as a global e-commerce marketplace specializing in sneakers, apparel, and accessories. Founded in 2008 by CEO Johnny Mak, the company was established with the vision of making a wide range of sneakers accessible to a global consumer base. Ross Adrian Yip, who previously worked at the sneaker marketplace GOAT, later joined as Co-founder and COO. Mak brings over fifteen years of e-commerce experience, having worked with major platforms like Amazon, eBay, and Alibaba, which provided him with a strong foundation in data analysis and strategic planning.

The company functions on a business-to-business-to-consumer (B2B2C) model, similar to Farfetch, by connecting consumers with authorized retailers and brands. This model allows Kicks Crew to offer a vast inventory of over 400,000 styles without holding the stock itself, thereby minimizing inventory risk. The platform generates revenue by providing a scalable and frictionless selling experience for its retail partners, enabling them to reach a global audience, and it handles all aspects of the online customer logistics. This strategy also serves as a core component of its authenticity guarantee, as products are sourced directly from verified retailers before being authenticated at Kicks Crew's own facilities.

Initially, Kicks Crew operated through third-party platforms such as Amazon, eBay, and Tmall. A significant milestone occurred in 2021 when the company shifted its focus to a direct-to-consumer model, leading to substantial growth. This transition was supported by a Series A funding round of $6 million in March 2022, led by Gobi Partners and Pacific Century Group, aimed at strengthening its U.S. presence and establishing a headquarters in Los Angeles. The company has cultivated a strong following by targeting a broader market than many competitors that focus on high-end collectibles, instead catering to everyday consumers seeking a wide variety of functions and price points. Further solidifying its position, Kicks Crew has formed strategic partnerships with NBA athletes like Damian Lillard and Kyrie Irving, who have become investors and brand ambassadors, participating in curated releases and community events.

Keywords: sneaker marketplace, e-commerce platform, footwear, apparel, accessories, B2B2C business model, streetwear, athletic footwear, sneaker resale, online retail, Johnny Mak, Ross Adrian Yip, sneaker authenticity, global logistics, direct-to-consumer, fashion technology, athlete partnerships, Damian Lillard, Kyrie Irving, limited edition sneakers