Short answer
Match the style code on the size tag to the box label and to the colorway, compare stitching and print against photos of a pair you know is genuine, buy from Nike, an established retailer or a marketplace that authenticates, and pay by credit card. A rare colorway priced far below other listings is a warning sign, but counterfeits are often priced close to the real thing, so a normal price proves nothing.
Before you buy
Know the exact pair
Look up the style code and colorway in our catalog or on the release page. Fakes often mix details from two colorways.
Match three codes
The code on the size tag, the box label and the listing should all match, and match the colorway you are looking at.
Check build quality
Even, consistent stitching on the toe box, overlays and heel; clean printing on the tongue tag, insole and size tag; a box lid that fits snugly with straight seams.
Compare side by side
Put the seller’s photos next to photos of the same style code from a retailer or a trusted marketplace. Look at toe box shape, heel shape and overlay edges.
Use a seller that authenticates
For a high value pair, buy from Nike, an established retailer, or a marketplace that inspects pairs before shipping and offers refunds.
Pay with protection
Pay by credit card so you can dispute the charge. A seller who insists on gift cards, wire transfers, payment apps or crypto is a red flag.
Sources: FTC on online shopping scams, U.S. Customs and Border Protection on counterfeits. For a model specific walkthrough, authentication services publish detailed guides, for example this SB Dunk Low guide from Legit App.
Red flags
- A sold out colorway in every size, at a big discount.
- Stock photos only, or photos that hide the tags.
- A style code that belongs to a different colorway.
- Pressure to pay fast or off platform.
Codes for every blue pair we list are in the colorway catalog.
Questions people ask
Where is the style code on a Dunk?
On the size tag inside the shoe (behind the tongue) and on the box label. On a genuine pair the two match each other and the colorway, such as DD1391-102 for the UNC Dunk Low.
Can I tell a fake from photos?
Sometimes. Ask the seller for clear photos of the size tag, box label, insole, tongue tag, heel and outsole. Refusing to send them is a red flag.
What if I bought a fake?
Contact the seller first, then dispute the charge with your card issuer. The FTC advises paying by credit card for this reason and reporting fraud at ReportFraud.ftc.gov.
Sources
Last reviewed October 29, 2026. Release details, codes and listings change; check the style code on the listing before you buy.