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StockX Strikes Up A Partnership With Malbon Golf

By News Creatives Authors , in Business , at August 24, 2021

Sneaker reseller StockX has teed up a long-term partnership with Los Angeles based Malbon Golf. The deal will include a series of exclusive product releases with the streetwear brand beginning with the release of a Malbon collaboration with New Balance that drops today.

The Malbon x New Balance 997G is an all-white soft spiked golf shoe with green trim that borrows its color palette from the caddie uniforms at the Masters. It will be limited to just 250 pairs with a subsequent small batch released on August 26 on Malbon’s website.

“Golf has been going through this evolution that started before Covid-19 but was really amplified by Covid-19, where a lot of younger people got into it,” Tom Woodger, StockX’s vice president of cultural marketing, says.

“Malbon, as far as we are concerned, is the first brand with young energy bringing skate and streetwear inspired fashions to the golf world, so it seemed like a perfectly natural fit to work together,” he adds.

StockX, which has a $3.8 billion valuation based on their last round of funding, was originally marketed as the ‘stock market of sneakers.’ The e-commerce player with a bid and ask trading platform model in addition to the traditional buy it now functionality has since broadened its niche to include handbags, watches, and collectibles ranging from art prints by Daniel Arsham and Takashi Murakami to graded comic books and trading cards. The fast-growing company now see themselves as a purveyor and curator of the current culture and feel that the wave of popularity golf is riding puts the sport’s wares firmly in their crosshairs.  The term ‘golf’ was searched 12,000 times on the site in the month of July and golf shoe sales are up 270% year over year.

“This is our first golf brand partnership. We have golf shoes on the platform that have been blowing up and we’ve been taking all those insights and data to inform what we should be doing within the space,” Woodger explains.

Historically Jordan and Nike brand golf shoes have sold extremely well on StockX but Malbon is the first golf brand outside those sneakerhead favorites to be introduced onto the platform. While Malbon may not have name recognition on par with those aforementioned goliaths, Woodger is very confident that the initial drop will be a success.

“If you browse through the Malbon website on any day, 90% of those products are sold out. We have the utmost confidence in their knowledge of the consumer and the quality of the product that they make so we have significant confidence in a very quick sell through,” he adds.

Releasing small batch, one-off collaborations that sell out quickly serve to preserve brand equity while simultaneously stoking aftermarket demand. The practice has become a pivotal component of streetwear sales and StockX which dubs these product launch events as ‘DropX’s’ has been doing them now for a year.

There will be approximately five more Malbon limited edition releases on StockX in the next twelve months.   Also as part of their deal, in 2022 there will be  series of co-branded special golf experiences across the country that will build off the invitationals, golf days, and competitions that Malbon has hosted in the past.

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