What is GOAT
Worlds Best Sneaker Marketplace


Eddy Lu


2019 - GOAT Group launches in China

2020 - Raised $100m from D1 Capital Partners


Launched China business

Built 60+ person local team

"HYPE were crucial partners who built the foundation of our China business."


GOAT Group represents the leading platforms for authentic sneakers, apparel, and accessories. Operating two distinct brands – GOAT, the global platform for style and Flight Club, the original sneaker consignment store – GOAT Group has a global community of over 25M members across 164 countries.

Launching GOAT in China was a two year long journey with one mission, to provide the very best shopping experience for our Chinese consumers. In this process we recruited and trained a 40 person cross-functional team, built a dedicated WeChat Miniprogram application, built the corporate structure, setup logistics & supply chain, launched a brand campaign with celebrities PJ Tucker and Nick Chou (周湯豪), and capitalized on the promotional events of Double 11 and Double 12.



Post Mortem