The blog became a business model that can now be used to pay four employees. The portal lives on the basis of affiliate revenue, i.e. the commission that a shop gives to Dead Stock when a person is redirected to the shop page and then buys the shoe. Dead Stock also works with sneaker retailers and indicates for each shoe which participating retailer it can be purchased from. These include scene leaders such as 43halb, BSTN, Asphaltgold, Solebox and Afew. Dead Stock seems like a version of a marketplace adapted to the sneaker world.
In addition to the commission, Dead Stock works with manufacturers and dealers for marketing campaigns. The manufacturers provide samples that are presented on the site. Working with them is financially more profitable than working with the stores, but: “The shops are more flexible, you can also plan campaigns spontaneously via WhatsApp.” In-store events are planned and promoted with the retailers, like Blumenthal says: “You can see us as a media partner.” For community building, working with shops that are close to the scene is more valuable. “We are in contact with some shops almost every day. Then both sides make an effort and we support each other.”
