JD Sports launches reJD, a program to sell pre-owned shoes

JD Sports is stepping into the growing recommerce market with the launch of ReJD, a program designed to sell pre-owned, open-box, and reconditioned shoes from top brands such as Nike, adidas, New Balance, Converse, and more. ReJD offers sneaker enthusiasts a sustainable and cost-effective way to shop for footwear, all while giving shoes a second life. The sneakers sold on ReJD are categorized into three distinct groups: 'Excellent', 'Great', and 'Good,' which reflect the level of wear or minor damage each pair has. This grading system provides transparency, helping shoppers make informed decisions when purchasing pre-owned items.

While JD Sports' ReJD initiative is an exciting new step, the company is far from alone in the recommerce space. Earlier this year, New Balance launched its "New Balance Reconsidered" program, which focuses on the resale of refurbished footwear. Other athletic brands such as On, Brooks, and Vivo Barefoot have also introduced their own resale programs, capitalizing on the growing interest in sustainable shopping and secondhand markets.

Recommerce—the practice of reselling used or refurbished goods—is gaining traction among both consumers and brands. For brands, it's an opportunity to experiment with new business models, attract eco-conscious shoppers, and explore circular economies. Many companies, JD Sports included, are recognizing that recommerce programs not only offer a new revenue stream but also align with growing consumer demand for sustainability.

For consumers, programs like ReJD represent a way to access high-quality footwear at a lower price while reducing their environmental impact. Most importantly, these programs help prevent nearly-new shoes from ending up in landfills, where they would take years to decompose. Sneakers, often worn only a few times, can now be refurbished and passed on to new owners, extending their life cycle and minimizing waste.

With ReJD, JD Sports is taking a step toward more responsible retail practices, recognizing that sustainability is no longer just a buzzword but a necessity. As recommerce continues to gain momentum across the fashion and footwear industries, initiatives like ReJD help brands stay competitive while meeting their environmental commitments. This new platform not only benefits the planet but also provides a win-win situation for consumers and brands alike.