Costco’s Surprise Nike Sneaker Sells Out, Resale Prices Skyrocket

Costco and Nike orchestrated a surprise product launch that caught sneaker enthusiasts off guard. The retailers quietly released Kirkland Signature SB Dunk Low sneakers at select warehouses across New York, Oregon, California, and Washington on Friday without any advance marketing. Priced at just $134.99, the limited-edition shoes sold out at multiple locations within hours.

The Kirkland Brand Effect

The collaboration leveraged Costco’s beloved Kirkland Signature brand, transforming a warehouse retailer into a sneaker collector’s must-have. The shoes feature distinctive branding inspired by Costco’s iconic hoodie, complete with a sweatshirt-like gray material and pilled texture. A detachable hangtag styled after a Costco Executive Membership card and the famous $1.50 hot dog combo graphic on the insole added collectible appeal.

Shoppers lined up around pallets of sneakers, many checking resale prices in real-time on StockX. Costco imposed a one-pair-per-customer limit, yet demand vastly exceeded supply.

Resale Market Explosion

The sneaker became an immediate resale phenomenon. Third-party platforms including StockX, eBay, and Goat listed pairs between $400 and $5,000. StockX alone saw sellers move 660 pairs over the weekend, with the highest sale reaching $600. This explosive resale activity underscores growing consumer interest in limited collaborations and Kirkland Signature’s expanding cultural relevance.

Costco CEO Ron Vachris previously described Kirkland as an $80 billion brand that “drives a lot of sales” and builds customer loyalty. The sneaker drop demonstrates how warehouse branding can capture sneaker culture and create viral marketing moments without traditional advertising.

Neither company has announced whether additional restocks will occur or how many pairs were originally produced.