What can't Labubu do?
Buoyed by the popularity of the ubiquitous collectible dolls and capitalizing on the "kidult" trend, Pop Mart overtook Lego as the most-traded collectible brand on StockX, according to StockX's Big Facts: Current Culture Index, which was released Monday.
With Labubus becoming a must-have accessory, especially among young collectors, Pop Mart moved up one spot, overtaking former No. 1 Lego as the most traded brand on the secondary-market platform.
Nike and Jordan Brand finished 1-2 as the most-traded sneaker brands, with adidas, New Balance and ASICS rounding out the top five. After "a period of softness," Nike prices rose 5% on StockX in 2025, while adidas was up 6%.
The fastest-growing sneaker brand on the platform was Mizuno, which experienced a 124% surge in sales after moving into the lifestyle space.
UGG was the best-selling shoe brand, earning the top spot for the fourth consecutive year since StockX separated the shoe and sneaker categories in 2022.
Nike still experienced a bold surge in the non-sneaker footwear category, posting a whopping 5,811% increase in sales to rise five spots into fourth place on the shoes list. The report traced Nike's climb to "a surge in demand for recovery shoes, led by the ReactX Rejuven8."
Fear of God was the top-selling apparel brand for the fourth consecutive year, beating out No. 2 Supreme and No. 3 Nike. Uniqlo was the biggest riser in the apparel sector with a 667% rise in annual sales, thanks to collaborations with Needles and KAWS.
Almost 200 brands set annual sales records, according to the report, with categories such as sneakers, accessories, apparel, trading cards and collectibles all experiencing strong growth.
“Our data shows that 2025 wasn’t defined by a single category or trend — it was shaped by a number of standout releases. Companies that moved quickly, prioritized innovation, and aligned with the right partners reaped the benefits ...” StockX CEO Greg Schwartz said.
"As we look ahead to 2026 and beyond, the brands that will win are those that understand scarcity, storytelling, and community — not just scale.”
In its 2026 forecast, the company predicts a big year for trading cards, thanks to Pokémon's upcoming 30th anniversary, plus a boom for brands that embrace the 2026 FIFA World Cup and upcoming Winter Olympics in Milan.
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