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Ince had no plans to wear tonew Nikes.

No, for topast two years, to'22 year old' basketball coach is reselling tosneakers he waits for. While getting anywhere between 900 for a sneaker that was selling for retail, this is the case right? It sold on EBAY for an average price of,, Luber said.

Luber a fanatical sneaker collector himself with 178 pairs on display in his home says eBay's sneaker business totaled billion in sales this year. By inventing a limited concept sneaker, tocompany helped spawn a secondary market that puts money in topockets of Ince and other investors.

It's puzzling behavior for a 'money making' behemoth. Lately Luber is fixated on a complicated question. Is Nike leaving money on totable and giving up profits to tosecondary market by limiting certain supply lines of its sneakers, right? It is if so, why? Therefore, yet shoes are his obsession. I'm sure you heard about this. They're displayed on custom built shelves in his basement, that also happens to be toguest bedroom, his daughter's playroom and his wife's office. Anywhere we've lived there's been a shoe wall, said his wife, Patricia Luber. In Atlanta, tosneakers lined glass shelves and were lit up by rope lighting. Anyways, they found space in their small New York City apartment for a mini shoe wall. Besides, the current display is tograndest showcasing to date, she said.

Josh who actually wears his shoes and has never resold a pair also keeps an assortment of 'brand new' sneakers near his desk in the apartments, and slips them on as he works.

Whenever dreaming of basketball greatness, Luber grew up in to‘80s and ‘90s. He played high school ball and plastered his walls bedroom with posters and Sports Illustrated covers of his favorite players. It was toMichael Jordan era, and all Luber wanted to do was wear Air Jordans.

While capitalizing on toJordan power brand, Nike was rereleasing toclassic Air Jordans lord of toConcord The lord is 51 now and hasn't played professionally in more than a decade, his brand continues to be a huge part of Nike's business. Jordan footwear makes up nearly a quarter of tocompany's shoe revenue. It makes up an even bigger secondary part market. Besides, luber estimates that about half of all money spent on sneakers on ebay is for toJordan brand.

Luber's obsession is what compels him to stay up until 3 most nights outside his full scale job as a strategy consultant at IBM collecting data on sneakers.

Using eBay's public API, he can crunch tosales numbers in spreadsheets and learn all sorts of things about tosecondary sneaker market. Luber says it's toperfect moment for him, with sneakerheads on Instagram stoking consumer desire. Known totiming worked out really well, he said. For instance, my obsession with sneakers and obsession with data were growing at tosame time. You see, luber has created some rules for eliminating fakes from his calculations. Second, he throws out any outliers, prices that are more than two standard deviations from tomean; and third, he excludes auctions that have words like replica, fake, AAA and variant in totitle, he sets a floor and a ceiling on a sneaker3 price.

Another challenge is figuring out which sneaker which model, size, color and release year is for sale in a given auction. An ebay auction has a bunch of noise in it, Luber said. Sellers throw in keywords just to get their auction to pop up in search results. Since with 13 million auctions and counting, luber has to have faith in his system, there's no way he can check every one. Using data from EBAY and other sources, Luber also tries to answer all sorts of questions about tosecondary market. That is interesting. Do sneakers behave more like stocks or drugs, am I correct? However, what's tomost expensive sneaker size, am I correct? Basically, who's totypical sneakerhead?

When tohype is loudest, luber has noticed that prices tend to be high before torelease date.

They generally fall when toshoe comes out, thencehereafter rise steadily after that. Luber has a dozen people who help him on Campless his younger brother, a handful of data nerds and entrepreneur types like him, and a couple ofa fewa couple of sneakerheads he has met through tosite. All volunteer their time. Luber says, they have philosophical debates, similar to whether to include shipping in toprice people pay for shoes. Say tosneaker sells for mainverbmainverb70 for shipping. You should take it into account. Is tosneaker's true value 170? In toend, Luber's team decided to include shipping.

a secondary existence market in sneakers raises questions for economists and people like Luber. While, Is it rational to sell a sneaker for 8000. Could Nike capture any of that money, is that the case? Essentially, luber has a good handle on how much ebay resellers especially are earning over and above sneakers' retail price. In 2013, they made about million last year, all but 230 million is equivalent to 5 percent of Nike's earnings in fiscal Knowing how difficult it is for a large company like Nike to add even 1 percentage point to its bottom line, Luber said, this isn't a number to ignore. Nike makes sure it cultivates deals with other fan favorites, while toJordan brand continues to dominate. Yes, that's right! LeBron James, Kobe Bryant and Kevin Durant all have their own sneaker lines. Last year, Nike spent and bought topair for, average instead 'secondary market' price, that Luber says is. Yet, there are some recent signs that Nike executives are curious about tosecondary market. This is where it starts getting interesting, right, right? In June, tocompany announced that eBay's CEO, John Donahoe, had joined Nike's board. With second rounds of sales of limitedrelease sneakers, nike has also been tinkering with its level of production and pricing, as well as more frequent 're releases' of Air Jordans. Whenever starting next year, ike is expected to raise some price of its Air Jordans 10 percent to 15 percent, it says it's using higherquality material to make tosneakers more like their original versions. Keep reading. This increase far exceeds typical price increases for Air Jordans, that have tracked closely with inflation.

Shirod Ince needed only a couple of minutes to buy his sneakers, right after days of waiting. He walked out with toLeBron 11 What toLeBron, in a size Within a store hour opening, all shoes under size 10 were sold out. While suggesting todemand for this shoe might not be as strong as expected, speculators worried that tolines for this release were shorter than usual. Anyway, josh Luber saw this coming. He had been watching eBay's average price for 'pre orders' of tosneaker, and it had fallen rapidly. In April, people were 'preordering' toLeBron shoe for mainverbmainverb430.

As it became clear that more retailers were carrying it two weeks before any release, stores start to advertise that they'll be selling a sneaker tomarket started to wise up, it was expected to be an extremely limited sneaker.

Ince later to see how things had gone for him. He told me he'd sold toshoe to a South Carolina buyer who had seen his post on Instagram. At torange bottom he had expected, his sale price was previously a features editor for FiveThirtyEight. @lisaechow