Meet Adnan Jassat, the visionary 21-year-old behind Thriller, one of the Middle East’s premier platforms specializing in sneakers, streetwear, and collectible accessories. With a remarkable entrepreneurial journey that began in his teens, Jassat has transformed a personal passion project into an impressive $8 million empire, capturing the hearts of sneaker enthusiasts across the region.
From Teen Reseller to Business Mogul
While Thriller now boasts over 55,000 active users and thousands of products available for trade, this success story began when Jassat was just 14 years old, quickly becoming one of Dubai‘s leading sneaker resellers.
“From the time I was 14 to 16, I was the biggest sneaker reseller in Dubai. I was already selling hundreds of thousands of dollars’ worth of sneakers to celebrities, influencers, and actors,” he shared in an exclusive interview with Arabian Business.
His clientele has included high-profile names like Jason Derulo and Offset, highlighting his impact on sneaker culture. However, as demand surged, Jassat faced a significant challenge: the limitations of managing it all on his own. “I came to a point where I could only sell so many sneakers,” he recalled.
Rather than viewing this as a setback, Jassat recognized it as an opportunity. He assembled a small team, secured investment, and launched the platform known today as Thriller. “We are officially the loudest marketplace to buy and sell sneakers, streetwear, and collectible accessories in the Middle East,” he asserted confidently.
Thriller doesn’t just facilitate transactions; it also combats counterfeit products, which plague the sneaker market. “There was a big gap in the market since there was no platform to authenticate the sneakers being bought or sold,” he explained. The team at Thriller has made it its mission to ensure that buyers receive genuine products, adding an essential layer of trust to the marketplace.
The Middle East: A Thriving Sneaker Scene
“I don’t think there’s a better place in the world to start a company in this industry than the Middle East,” Jassat remarked, emphasizing the region’s robust demand for exclusive sneakers, streetwear, and high-end fashion. The Middle East presents a unique market with keen customers willing to invest in collectibility and exclusivity.
“Saudi Arabia, Kuwait, Jordan, Bahrain—these are fantastic havens for limited edition items. You’re not even competing with the likes of the US and UK. I think the Middle East is the number one place in the world,” he emphasized.
Though opportunities abound, Jassat also pointed out significant challenges, particularly the prevalence of counterfeit goods. “We get a lot of counterfeits that are listed on our platform. Currently, we have somewhere between 90,000 and 95,000 products available. For every 500 products we receive, 499 of them are original; one is a counterfeit,” he specified, underlining the necessity for robust authentication services to protect both buyers and sellers.
“We are in place to stop the counterfeits. We ensure that everyone gets what they pay for,” Jassat noted, reinforcing Thriller’s commitment to authenticity in a challenging landscape.
Facing Challenges Head-On
Jassat’s young age has not been without its obstacles. Being an entrepreneur at just 18, negotiating with seasoned investors can be daunting. “When you’re dealing with these investors, you’ve got millionaires and sometimes even 100 millionaires. You’re there at the age of 18—your first business, and you’re not so sure how all this works,” he admitted.
Managing a team often composed of older professionals presents its own set of challenges, too. “I’m 18, and my employees are older than me—30s, 40s, late 20s. We’re assigning them tasks and setting KPIs,” he explained, highlighting the complexities of leadership at a young age.
The Future of Sneaker Culture
As sneaker culture evolves, many wonder how long this trend will endure. Jassat remains optimistic, prioritizing established brands in his business strategy. “We focus on brands like Supreme that have consistently shown growth over the years. Essentials is gaining traction in the Middle East after being popular in the US,” he noted, steering clear of brands that may fizzle out.
Looking ahead, Jassat sees sneakers not just as fashion items but as valuable investment opportunities. “You could easily make at least 400 to 800 percent return on a sneaker if you get it at retail price,” he recommended. His ambition is clear: to position Thriller as the leading marketplace for sneakers in the Middle East, competing with giants like StockX and GOAT. “Our platform is significantly better than theirs,” he asserted, driven by a vision to elevate both his brand and the sneaker community.