GOAT is an American online platform offering sneakers, streetwear, luxury apparel and accessories through the primary and resale markets.

Lu and Sugano launched GOAT as an online sneaker platform that would authenticate purchases to ensure no counterfeit shoes were sold.

[2] In February 2018, GOAT announced the acquisition of Flight Club, creating an omni-channel approach for the business.

[5][6] GOAT implements a ship-to-verify model that uses machine learning and human review to verify the authenticity of the sneakers on its platform.

[2] GOAT has partnered with several luxury brands, including Versace and Bergdorf Goodman, to list their products directly on the platform.