First published on The sneaker resale market was booming before the coronavirus spread globally. During the pandemic, though, the second-hand market took off as people at home took stock of their belongings and start cashing in. That brought about concerns of authenticity for brand-name items. Ensuring product legitimacy is one reason Adidas signed on to Avery Dennison's new atma.io platform, which can verify provenance using RFID and other sensors, said Max Winograd, vice president of connected products at Avery Dennison. Adidas uses the platform for its Infinite Play program, initially piloted in the U.K., that allows consumers to return some branded items for Adidas credit. Adidas then resells or recycles the products. The company announced it will launch Infinite Play in the U.S. later in 2021 as part of its sustainability program and its plans to grow the direct-to-consumer business.