The Sneaker Industry can be compared to the dot com boom of the 90s. Investments are ringing up for footwear companies like Greats Brand. On the tech side, money is pouring into e-commerce sites like GOAT and StockX. Shops originally built on the consignment model, like Stadium Goods, are being funded by fashion houses, and sneaker based websites have evolved into media companies with YouTube shows being sold to streaming and traditional television networks. Yeezy, an adidas line created by entertainer Kanye West, is competing for closet space against Jordan Brand. Crowdfunding sites allow startup shoe companies like Allbirds to become billion dollar valuated brands. It appears, unlike the dot com boom, the sneaker industry's growth is here to stay. At least this appeared to be the case until the COVID-19 crisis showed how fragile and susceptible to disruption the sneaker industry is. As more companies are created, the opportunities in the business are diminishing. Jobs are more competitive and new paths into the various fields are less obvious. To say sneaker opportunities is a bit misleading. There aren't many places available for entrepreneurs, startups or reemerging businesses. Well... there are, but it will take a better understanding of the 'new normal' in a DTC landscape altered by the post coronavirus world. Attention and analysis of how retail has changed is needed. In this book I expand my discussion on StockX to lay the foundation for analyzing sneaker retail. The goal is to establish that even with an excess of new companies and an overabundance of sneakers being manufactured, there is still opportunity in the industry.