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Walmart Continues Collectibles Push with Stadium Goods Collab

Walmart has teamed up with Stadium Goods to appeal to sneaker collectors.
Image courtesy Walmart

Walmart has teamed up with Stadium Goods to bring a selection of top sneaker brands to its marketplace. The deal follows similar integrations with other collector-driven marketplaces, including comics site Shortboxed, luxury resale platform Rebag and sneaker site StockX.

“Our customers trust Walmart to deliver not only everyday essentials, but also the latest and most in-demand products — including premium-brand sneakers,” said Manish Joneja, EVP of Walmart U.S. Marketplace and Walmart Fulfillment Services in a blog post. “With Stadium Goods joining our platform, we’re making it easier than ever for shoppers to find verified, sought-after kicks at competitive prices, all while enjoying the ease and reliability of shopping with Walmart.”

Exclusive Stadium Goods styles are now available through the Walmart Marketplace on Walmart.com, including some of the most sought-after sneaker brands and styles from iconic Air Jordans to legendary Air Force 1s and more. All items are backed by Stadium Goods’ reputation for authenticity and selection.

Marketplace Operators are Going After Collectors Hard

With this partnership and its existing StockX integration, Walmart hopes to elevate its presence as a go-to destination for sneaker culture while working to do the same in other passion-driven categories. Earlier this month, Walmart Marketplace made a splash at New York Comic-Con, where it touted its new partnership with Shortboxed and built on its weekly livestreams for collectors, which are hosted in partnership with TalkShopLive and WeTheHobby

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Collector-driven verticals like sneakers, handbags, comic books and trading cards can prove especially fruitful, given that collectors tend to be regular high spenders. And Walmart isn’t the only retailer with its eye on these passionate consumer groups:

  • Ebay has been reshaping itself for several years as the go-to for what it calls “enthusiasts”;
  • Target recently reported a 70% year-to-date increase in sales of collectible trading cards on its website, saying that it expects to bring in over $1 billion in annual revenue from the category; and
  • Fanatics has been going after the trading card business hard ever since it acquired Topps in 2022, most recently announcing a new partnership with auction house Sotheby’s to launch its own collectibles marketplace.

At Walmart, this is just the beginning, according to Joneja, who said that “the Walmart Marketplace launch of Stadium Goods is part of our broader commitment to offer customers more of the brands they want — whether they’re collectors, trendsetters or families like mine.”

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