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After bursting onto the scene in 2015 and becoming the lead player in the sneaker aftermarket, StockX ran into plenty of PR nightmares over the last few years. From their large data breach, accusations of allowing fakes through, the leaked $100 discount code that caused 50,000 orders to be canceled or even their ongoing lawsuit with Nike, the brand holds a negative connotation to many in the sneaker game. Looking to change this, the Detroit-based company has just added a brand new role and hired an industry veteran, Paul Foley, to become the first Head Of Brand Protection.
In his role, Foley is set to design strategies to protect the brand and help with the verification capabilities of StockX itself. To achieve this he’ll work alongside the authentication, operations, and supply chain teams. As stated by Foley to FootwearNews, “Protecting customers and ensuring they receive verified products is at the heart of our business. That’s why the company is doubling down on its efforts — in part by creating positions like this one — to ensure we’re ever-evolving, always adapting, leveraging technology and investing strategically to maintain the integrity of the customer experience.”
While we’ve all heard stories of negative experiences with StockX’s customer service, Foley is here to help enhance the customer experience from all angles, whether that be through verification services or when customers directly contact the brand. His tasks to handle this will include improving tools, training, certifications, processes, and systems throughout the company.
Once again speaking to FootwearNews, Foley stated “Over the course of my career in roles at Reebok and Nike, and as a consultant for other brands in the space, I’ve seen firsthand how secondary markets can elevate products into collectible art and tradable assets. I’m still shaping exactly what the future of brand protection looks like at StockX, but what I can say with certainty is that I intend to continue to work collaboratively and cross-functionally with our supply chain, verification and fraud teams to reinforce consumer trust in the brand.”
We’ll have to see how this new hiring will affect the public’s perception of StockX and whether or not we’ll see increased security when it comes to verification, but with 30 years in the footwear industry under his belt, Foley is sure to make a mark in someway. Keep it locked to our Twitter and the Sole Retriever mobile app to stay updated on the latest news, releases, raffles, and more in the sneaker and streetwear world.
