In recent years, the sneaker industry has faced a growing concern that is not only frustrating sneakerheads but also impacting the integrity of sneaker culture as a whole: back dooring. While it’s always been a part of the sneaker world to some degree, back dooring (the practice of bypassing the retail system to sell exclusive sneakers directly to resellers) has become more pervasive than ever. With the rise of individuals posting their high quantities of pairs on social media, back dooring has escalated, further exacerbating the issue. This practice is not only damaging to the industry’s integrity, but it’s also creating significant inequities in the way consumers access their favorite pairs of kicks. So why has back dooring become such a big issue, and why is it important for brands to step in to ensure fairness for all?
What is Back Dooring?
Back dooring occurs when store employees or others involved in the sneaker supply chain sell limited edition or highly sought-after sneakers before they are officially released to the public. Instead of these sneakers going through the traditional retail channels, they are secretly sold to resellers or specific customers who then sell them at a premium, often making a huge profit in the process. This undermines the release system, where customers who eagerly wait in line or participate in raffles or online releases should have an equal opportunity to buy.
This isn’t about seeding an item for marketing purposes or rewarding loyal brand supporters. It’s about wholesale, where large quantities of highly desirable sneakers are diverted from legitimate retail channels and sold off the back door. This practice eliminates fairness and creates a system where the average consumer has no chance to buy the product they’ve been eagerly waiting for. Rather than rewarding loyal fans with a fair opportunity to purchase a product, it fosters an environment where profit-driven resellers have the upper hand, leading to inflated prices and a skewed sneaker market. The focus shifts from the culture and appreciation of the product to its resale value, disrupting the very essence of what sneaker collecting and fandom are all about.
Why is Back Dooring on the Rise?
Several factors have contributed to the rise of back dooring in the sneaker industry. The obvious one is that when demand for a release far outweighs the available supply, there are always individuals who will capitalise on the demand. With only a limited number of pairs released, competition becomes fierce, creating an environment where back dooring seems like a lucrative opportunity for those in the know.
On the other hand, sneakers are no longer simply selling out and are often sitting on shelves for months. Knowing that a large quantity of pairs can be sold before the official release opens up the possibility of circumventing traditional retail channels and embargoes. This also helps minimise warehousing issues, as resellers are taking the stock before it even hits the shelves, and retailers avoid the burden of unsold product.
The mass adoption of the resale market has further incentivised back dooring. Many retailers are listing pairs on platforms like StockX, GOAT, and Stadium Goods before the official release date, allowing them to cash in on eager purchasers. The anonymity is a huge part of the issue, as it’s almost impossible to track who is doing it. While we know of at least two retailers involved in the practice, identifying all those participating remains a challenge.
We recently camped out for a sneaker release at a major chain retailer, and the experience was both frustrating and eye-opening. The store had received 80 pairs of the highly anticipated sneakers when the shipment arrived. Fast forward to the release day, and only 40 pairs were available for the public to purchase. That’s right, half the stock had disappeared from a single store of a large retail chain, and that’s not even taking into account the other stores in the area or across the country.
Why It’s an Issue
Back dooring isn’t just an unfortunate side effect of sneaker culture, it’s a serious issue that creates several problems. The most obvious impact is that it has affected the number of people who are in our culture destroying the organic fabric that made it so interesting. Many in the culture have given up after seeing stacks of boxes posted by a reseller and your order cancelled. We literally saw that today which inspired this article. Its a deeply unfair system where only those the highest budgets can access coveted releases. This undermines the spirit of sneaker culture, where individuals who genuinely appreciate the product should have the same opportunity to purchase sneakers as those who simply have the money or connections to bypass the system.
Backdooring also directly contributes to inflated resale prices and ultimately becomes its own downfall. The scramble to buy a sneaker on release day would have you checking small independent stores that followed the rules and prioritised the customer. But when sneakers are placed in the hands of resellers before they even hit the market, the already limited stock is reduced even further, incentivising other stores to adopt the same practices. This creates frustration and disillusionment among both fans and staff, and in many ways, it’s ruined the whole experience
Why Brands Need to Step In
With all the issues surrounding backdooring, it’s clear that brands have a responsibility to intervene. They need to be more transparent about their distribution channels and create stronger, more secure systems for releasing limited sneakers. We have seen Nike take things in-house… Is this what people want? Probably not, but I really think we need to examine this predatory practice. This might involve verified customer accounts or using blockchain technology to ensure that sneakers are sold directly to genuine consumers.
Some brands have already started experimenting with direct-to-consumer sales with apps like the SNKRS app, and more exclusive releases could be handled similarly. Implementing a fair system, like lotteries or random raffles, would give everyone an equal chance to purchase a pair. Additionally, brands can implement stricter policies or spot checks with their retail partners to prevent employees from back dooring sneakers. Ensuring there are significant consequences for those caught selling product to resellers would deter this behavior.
Conclusion
Back dooring is a growing problem that not only affects sneaker culture but also disrupts fairness in the marketplace. It’s clear that action is needed from brands to ensure that sneakers are distributed fairly, and that the consumer who genuinely values a product can access it without relying on resellers or connections. By implementing stronger distribution practices, offering more transparent sales processes, and holding retail partners accountable, brands can help restore fairness to the sneaker world, something that will benefit both the brands themselves and their loyal fans in the long run.
