For more than a decade, Eddy Lu tried to find the next big thing. Golf apparel, 99-cent smartphone apps, Japanese desserts — they all flopped, but he wasn’t headed back to the Wall Street world he left. Then he got into high-end sneakers, with an online marketplace called GOAT— as in “greatest of all time,” like they say in sports and rap. Today GOAT is the world’s biggest sneaker resale market. It has over $100 million in funding, seven million users, more than 300 employees, and 400,000 pairs of sneakers for sale.

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