Tallulah

Why the counterfeit business is booming

Tallulah, Tom Standage

With the global counterfeit sneaker market valued at over $100 billion, high-quality replicas from hubs like Putian have blurred lines with legitimate production, fueling a surge in online sales that now account for 56% of EU seizures. While platforms like eBay process millions of authenticated pairs and social media influencers drive demand through "one-to-one" quality claims, these illegal networks are increasingly tied to severe human rights abuses and organized crime. Experts warn that without addressing the root demand alongside supply-side enforcement, these counterfeit operations will continue to dilute brand value and evolve despite law enforcement tracking digital sales records.