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One Couple’s Fight to Stop the ‘Gentrification’ of Sneaker Collecting

Another Lane’s membership-only platform emphasizes community over the relentless drive for profit.

Adena and Chad Jones at home.

Adena and Chad Jones at home.

Photographer: J Adam Giese/Bloomberg

Chad Jones first learned that sneakers are an asset class when his mother lost her job and they had bills to pay. It was 2001, and the college sophomore put his personal collection of shoes in his trunk to sell them to classmates or anyone else who wanted them. He made enough money to keep his car so he could stay in school. “Now, the rest of the world’s realizing that it’s a major resource as well,” says Jones.

His sneaker habit grew into a full-blown obsession that’s turned into a business with his chief executive officer and wife Adena. Working from their home in Fort Lee, N.J., the couple started resale site Another Lane in early 2020, right at the start of the coronavirus pandemic, and added a membership-only platform in December. The business is starting to gain prominence among collectors by bringing a semblance of the personal touch back into a booming sector that’s lost its sense of community as kicks become commodities.