- Yaniv Bar, a sneaker collector, turned his passion into a sneaker-resale business, Yankee Kicks.
- Since launching in June 2020, Yankee Kicks has generated $1.2 million in sales.
- Bar shared his top tips for livestreams that draw in customers and make sales.
Since he began collecting sneakers in 2014, Yaniv Bar has amassed about 1,000 pairs. He started sharing his assortment on Instagram as Yankee Kicks and grew a large following. In June 2020, he turned it into a sneaker-resale business.
“In this world of sneakers, there are a lot of fakes in very high quality,” Bar told Insider, adding that he’d built up a network of credible sources to ensure his customers get only authentic pieces.
This summer, he started hosting livestreams to grow his brand and auction off limited-edition sneakers. He uses the platform Ntwrk, a live-shopping app that’s backed by the rapper Drake and is tapping a market that Coresight Research expects to be worth $25 billion by 2023. More and more retailers and business owners are finding success through selling on these platforms.
Since its launch, Yankee Kicks has generated $1.2 million in sales, which Insider verified with documentation. In just five shows in two months, the company made $86,000 in net sales on Ntwrk this year. Bar estimated that each show brought in about $17,000.
One of the biggest advantages of selling on Ntwrk is its audience of at least 1 million. “They did the work for me to find the right audience for my show,” Bar said. The platform takes a 20% cut of sales.
Bar shared his top tips for livestreams that draw in customers and make sales.
Build shows around a drop
Bar goes live on Ntwrk about two or three times a month, with shows lasting about 30 minutes to an hour.
For three weeks he promotes the show on Instagram, where Yankee Kicks has 50,000 followers, to drum up hype.
He centers each show on a drop, or a limited release of a particular sneaker, such as Nike’s collaborations with Travis Scott and J Balvin for its Air Jordans.
Having a clear concept makes it easier for people to discover your show on Ntwrk and opt in for a notification once you go live, he said.
“Build the show around the concept, and give people the need to be curious about what’s going on,” Bar said.
Give viewers the chance to win prizes
Bar incentivizes viewers with raffles that give them a chance to win more expensive or rare pieces if they purchase during the show. For example, Bar has given away a pair of Nike 7-Eleven SB Dunks worth up to $4,000.
“Not everyone can afford to buy expensive stuff,” he said, so giving people a chance to get something on top of their purchase keeps them excited. “People like to be surprised.”
Keep it fresh
Lastly, it’s important to keep each show fresh.
Bar stays in tune with his audience by checking the chat during his livestreams to see if they request particular products. When he posts shoes on Instagram, he pays attention to the comments and likes to predict which ones will be most popular.
“As a sneaker collector, I can tell in a few minutes when I see shoes what is going to be a cool pair,” he said.