Even the most committed of sneakerheads can get faked out by slickly produced counterfeit shoes that appear nearly identical to the real deal, mimicking the leather, stitching and logos.

Fortunately, sneaker lovers shopping on eBay can take advantage of the company’s Authenticity Guarantee program. With it, sellers send items to a team of highly trained authenticators who inspect every inch of the goods to verify their legitimacy. Only once the inspection is complete are the items sent to the buyer. Handbags, jewelry, sneakers, streetwear, trading cars and watches are eligible for the Authenticity Guarantee.

“We look at everything from quality stitching, packaging and construction to the smell of the sneakers,” Brian M., a sneaker authenticator for eBay, said. “Smell is one of the first things that we go for. Each shoe has a distinctive smell.”

Dream Job

eBay’s authenticators, who recently verified their 10 millionth item, channel their passion for fashion and collectibles into their jobs. Brian and his colleague Noah B. both point to high school as the start of their interest in fashion.

“It was about being able to express yourself through fashion and clothes with a group of friends and like-minded individuals,” Noah said. “I didn’t think it was competitive at the moment, but it was about ‘Who’s the flyest? Who’s the freshest?’”

Through their jobs, they’ve been able to interact with some of their “dream” items of clothing. For Noah, a self-described sneaker-head,” that’s the chance to inspect early items from the iconic brand. Brian’s favorite piece was a pair of Freddy Krueger sneakers that were never officially released and can go for tens of thousands of dollars on the resale market. Authenticating them required a deep understanding of the trends that defined the era when they came out.

“It’s my passion. It doesn’t feel like a job,” Noah added. 

Building Trust

eBay’s investment in the Authenticity Guarantee program is part of a broader effort to bolster trust in the platform and help small businesses thrive. When buyers feel confident in a marketplace, they’re more likely to purchase from it.

“When the Authenticity Guarantee program came around, we saw that our buyers became super confident in their purchases and as a seller we also felt protected,” Linda, an eBay seller, said. “The Authenticity Guarantee program makes a world of difference and personally as a consumer I would not purchase anything without this stamp of approval.”