eBay’s Australian sneaker authenticators paid to smell runners and sniff out fakes

A team of experts is sniffing high-end runners to determine if they’re legitimate or fake — these are the telltale signs to look out for.

eBay is using sneaker sniffers to check for fake runners entering the marketplace. Picture: eBay

Sneaker sniffers are being used by Australia’s most-visited shopping site to authenticate high-end runners.

eBay has opened a authentication centre in Sydney, where expensive sneakers like Yeezys and Jordans sold on the Australia site will be verified third party experts, Sneaker Con.

The authentication process include checking packaging, stitching materials and sniffing the runners.

“I know it sounds a bit strange, but it’s really a key part of our process,” Jasmine Habbouchi, lead authenticator at Sneaker Con said. “Everyone knows that ‘brand new’ smell. What’s behind that is a mix of manufactured leather, suede, plastic, rubber and glue.

“Counterfeiters will often focus on the visual and cut corners on other areas by using cheaper materials in places the average buyer wouldn’t notice like the glue to bind the sole and the upper or within the inner lining. This is what makes fake shoes smell different,” Ms Habbouchi said.

“After a while it becomes really easy to tell. I’ve now smelled and examined enough sneakers to say confidently when something’s not right.”

The high-end sneakers market is worth billions of dollars worldwide.

Ms Habbouchi added: “The authentication process starts before you even open the shoebox.

“The box label has so much detail and it’s hard for counterfeiters to get every single aspect of that correct. Things like the colour and patterns, font and spacing and even the type of texture of the print are what we look out for.

“Other than that, we take a look at the stitching on the side of the sneaker and the quality of the leather, check the toe box and shoe tongue as well as every lace loop for any inconsistencies.

“Sneakers are so much more than what’s on your feet — they’re a statement; a piece of art. They’ve also become a legitimate business venture and investment. I know how seriously people take their sneaker collection and authenticity is key.”