AlleyWatch the largest organization focused on NYC Tech, in partnership with Marketing Architects celebrates the work of these individuals that serve as a catalyst for nextgen commerce innovation within the NYC Tech ecosystem.

The NYC E-Commerce Influencers on AlleyWatch is presented by Marketing Architects. Please take a minute to learn more about how to unleash the power of TV Advertising for your business with a partner that invests in your success.

Marketing Architects

Marketing Architects is an advertising agency with a 22-year history of helping companies reach major milestones. By investing our own capital into each TV campaign, we disrupt the high costs and low accountability of traditional agencies to move performance brands forward and company growth upward. Fast-growing brands such as Touch of Modern, Brandless, Coursera, and Simple Habit work with us to drive high-impact business results from TV.


John McPheters

Stadium Goods

The sneaker resale industry is booming; no longer a cottage industry for hobbyists. According to Bain & Co., the sneaker luxury market crossed $4B last year, with sneakers outpacing overall luxury sales growth. The sneaker resale market is estimated to be approaching $1B per annum and shows no signs of slowing down. A trip down to lower Soho confirms this as you'll see several specialized sneaker stores with scores of sneakerheads popping in and out, waiting to get an opportunity to buy and sell the latest sneakers. The growth of several sneaker marketplaces has created a burgeoning formal sneaker economy.
Stadium Goods and its Cofounder and Co-CEO John McPheters are one of the reasons for the systemic birth of this nascent industry. Nascent may be the wrong word as Stadium Goods was acquired for $250M last year by European E-commerce giant FarFetch. The aftermarket for sneakers continues to grow and Stadium Goods sits at the forefront. McPheters is no stranger to the sneaker business as he held roles at Flight Club and ran social on the Nike account for an agency, prior to launching Stadium Goods.
With McPheters at the helm, Stadium Goods had raised a total of $17.1M from prominent investors that include LMVH Luxury Ventures and Forerunner Ventures before its acquisition. In the summer of 2019, McPheters orchestrated a partnership with luxury auction house Sotheby's to auction off 99 of the 100 rarest sneakers. The lot fetched over $1.3M.
Today, Stadium Goods consignment resale operation is thriving; the company receives approximately 2,200 pairs of just Yeezys DAILY from hopeful resellers. The company takes a percentage of each sale and given that sneakers are constantly being bought and sold, there's a good possibility that a sneaker can end up being sold multiple times on Stadium Goods' platforms or in its Soho store. How's that for LTV?

How to Use TV to Drive Your Acquisition

What do you do when TV should be accelerating your online business, but it’s barely taking you past the starting line? Find out how DTC brand Touch of Modern worked with Marketing Architects to drive growth across their business by utilizing the television channel.