News•Mar 22, 2026
The Resale Paradox: How Sports Culture Is Driving Both Circularity--And Consumption
Resale platforms such as Depop and Poshmark are now embedded in the sports arena, where fan‑driven merchandise fuels a booming secondhand market. ThredUp projects the global resale sector to reach $367 billion by 2029, growing 2.7 times faster than overall apparel. Sports viewership in the U.S. tops 70 percent, with events like the Super Bowl drawing 127.7 million viewers, turning jerseys into high‑turnover assets. Yet resale also lowers purchase risk, prompting fans to buy more, not less, creating a paradox between circularity and consumption.
