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How to Start Your Own Sneaker Brand

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How to Start Your Own Sneaker Brand

Associate Editor of Complex [email protected]

If you want to start a footwear brand and compete with Nike or Adidas, youll need the funding of a small country and an army, saysNo Onefounder and designer Mark Gainor sitting in a small studio lined with cobbler tools, shoe-making machines, and work benches in Venice, California.

The 42-year-old Gainor, whos spent over a decade in the footwear industry working for Adidas, Gourmet, and Native, knows a thing or two about designing, manufacturing, and marketing sneakers, and now hes setting out on his own to bring handmade shoes to the public one pair at a time. But hes not the only person whos living the dream of owning their own sneaker brand. Theres been a rise in smaller footwear brands recently that straddle the line between sportswear and high fashion, including No One,Sonra, andJohn Geigers eponymous label. Whats it like launching your own sneaker brand? What are some of the challenges these upstart companies face? We spoke to the brains behind some of these rising companies to find out.

The thought of having your own shoe — designing it from start to finish — has likely crossed everyones mind who obsesses about sneakers, but it takes more than just a piqued interest in shoes to bring a piece of footwear to life. Theres sketching the design, sourcing the materials, creating the last (the mold that gives a shoe its shape), finding a place to manufacture the product, and then selling it to the public. And a lot of money.

Sneakerheads think this is easy, but I was in the warehouses in Italy and they said, If this was so easy, then everyone would do it, says 31-year-old John Geiger,who launched his own sneaker brandlast year after working with Nike on Darrelle Reviss first signature sneaker and creating a successful line of custom Air Force 1s with shoe customizer The Shoe Surgeon over the past few years.

Making shoes isnt for everyone, even if they have an idea in their head that theyve wanted to execute. There might be 10,000 who can draw a really fresh sneaker, but only 10 people out of that bunch can go out and make that shoe, Gainor says. Doing that in the America, and its 10 times more difficult.

For Geiger, getting his shoe off the ground financially took drastic measures, and it required him to unload his love for other brands sneakers to create his own pair. I funded it, I designed it, and the sole took a year because I wanted an air bladder in it, he says. Right before I moved from Pittsburgh to Miami, I sold my whole sneaker collection in bulk to make the sole mold. The sole mold was almost $15,000. A lot of people use pre-manufactured soles. They buy them from Margom. Thats the easier route. I went through, like, a million soles, but theyd send them with no air bladder. Thats not what I wanted.

Although he didnt provide an exact number, Gainor says that creating your own brand is going to cost much more than youve set out to spend. You should do your research, talk to as many industry people as possible, then multiply that number by four [to find out how much its going to cost], he says. It is so expensive and so many things that can go wrong. There are so many details that youre going to overlook.

Gainor and Geiger have both chose to manufacture their sneakers in the USA, and while its a more expensive process than making them in Asia, it gives them the quality and control that theyre looking for in their product. I want to do something and be known for doing it in the USA, but I want it to have the quality of being made in Italy, Geiger says.

For Gainor, choosing to make his shoes domestically gave him the control and convenience that he didnt have with previous companies. I was flying [to China] 12 to 13 times a year. It got to the point where I was like, Fuck thisif I could do this 10 minutes from my home, it would be a good thrill, he says. Youre not going to get into high-quality facilities in Italy or China with the volume that were looking to create as a startup. If youre able to produce your product domestically, it gives you the right amount of control. Unless youre going to be a psycho and fly over to China to check on your shoes two times a month.

Making shoes in the USA seems like a novel idea to some consumers, but theyll also pay the price, literally, for buying domestically manufactured sneakers. Youre going to pay so much to make a domestic product, you just have to make that back with marketing the product, Gainor says. Its the only way you can justify making product here. Its going to cost you two to five times more to make shoes domestically.

Factories located outside of Asia, whether theyre in Europe or the U.S., arent able to pump out the same quantity of sneakers on a daily basis, which presents its own set of problems to those trying to start their own brand. Hikmet Sugoer, who founded German sneaker boutique Solebox andstarted his own brand after selling and leaving the business, has started his own sneaker line, Sonra, and makes premium running sneakers in Germany. The biggest problem is dealing with a small factory, because they have a maximum that they can produce per year, Sugoer, 44, says. I forecasted a small quantity, and now theres no possibility to [make more shoes]. Youre dependent on the factory, especially if you want to produce regionally, because there arent many factories around. If I were to produce in Asia, it would be much easier, but producing in Europe is much harder.

Once the shoe is made, selling and marketing it is the next challenge that faces someone who starts their own sneaker company. And it can make or break the brand. The process, however, all starts with making a good shoe, as simple as it may seem. Marketing and design impact each other. If you nail a design, its going to market itself. So the hard work is in developing or designing the shoe thats truly innovative, Gainor says. There are so many silhouettes that look and feel the same that occupy the same space, so the marketing becomes much more difficult. If your product doesnt stand out, then youre going to have to put in a lot of work to make people notice it in todays market, especially with big players like Nike and Adidas making shoes.

Experience in the sneaker industry will help you launch your own sneaker brand, but having a recognizable name in that same space will get more people to pay attention at the start. Sugeors had his hand in some of the most coveted sneaker collaborations over the past decade and has built a cult-like following, where hes applied his older colorways to his new shoes. The same people who craved his old sneakers wanted a pair of Sonras. Without proving myself with my work in the past, this wouldnt be possible, he says. Its not easy to put your sneakers in top-tier stores. I sell my shoes at Hanon, 24 Kilates, and Patta. This wouldnt be possible if people didnt know me. Its because they know me from my work that I did while I was at Solebox.

Designing a great shoe, selecting the right materials, and finding the right marketing strategy are what it takes to make a successful shoe, as well as a little bit of luck, financial planning, and the right co-signs. But youre not going to make it far within the footwear industry without hard work and, ultimately, a passion for sneakers. If you work in this industry, its a given that youre passionate about sneakers. To deal with everything thats going to happen, youre going to need a real love for footwear. The downside is that it might make you crazy, thinking you fucked up a colorway, Gainor says. Ive learned to go through my design process and live with and accept my mistakes. I realize that weve made the very best shoe that weve made today. We can all make a better shoe tomorrow.

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Sure, some make a little green here and there. A few are even eating good! But eventually they all burn out and head back to the drawing board to hatch a brand new scheme

You know the drill. You finally got a solid angle, but you take a run at it and everything falls apart. Maybe you even tried starting a real business but didnt have the connections to source product at low enough prices to really profit

And sometimes you feel like no matter how much heart you put into it, youll never be anything but another hopeless get rich quick fool, am I right?

Look, its not your fault no one ever showed you the back door

Maybe you dont come from a family with deep corporate connects or have some big-time MBA. And maybe you arent even that much of a smooth talkerIf youre like some of my clients, maybe youve never even worked a serious corporate gig your whole life, so the last thing you want to do is walk in asking these squares for a handout.

Every single company in the worldKNOWS they have to leave a big cut for the retailers. If they dont, no one pushes their product…

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Sure, stay on your toes, but dont let paranoia keep you from stumbling upon a genuine business opportunity.The Wholesale Sneaker List is different.

Were talkinga real business here. The names and contact info ofofficial distributorsof the most desired kicks in the world. And once you download your copy, youll:

Again, Im talking about Jordans, Lebrons, Kobes, and a lot more for as little as $20! Even if youre not trying to start a business, at these low prices, youll build a huge shoe collectionat a fraction of the priceand save a damn good chunk of cash. Why not rock the styles you want AND save? But if you do want it, youll also:

These SAME SNEAKERS go for $150 and more at the mall!And a lot more when theyre hot! When the exclusive limited releases hit the street, you know those shoes sell out quickwere talking thousands on the resell market! So, you can have a huge shoe collection or huge profits; the choice is really yours!

When a pair youve got your eyes on sells out in minutes in stores like Champs and Footlocker, and immediately online, no one will catch you camping out in lines like a chump or hoping to get lucky within the first few minutes when they hit the online stores. But youll still have all the hot releases because youll be first up each and every time without even leaving your house! And thats something people notice

Im Michael David, and I was a first grader when I first noticed everyone going ga-ga over a pair of Jordans a kid in my class was wearing. Man, that really popped it off. Once I wet my appetite, I couldnt stop, and I was a full-blown sneaker head by the time I hit 6thgrade.

But things really took a turn in 2003. I was digging around for a good deal on shoes and came across this site selling discount sneakers. At first I thought it was a scam sitebut I did some background research, and once I figured out how to check their credentials, ah, I was like a kid in a candy store!

Suddenly I found myself adding five pairs of authentic sneakers to my collection just like that!

I knew a laundry list of other people just like me who would kill to get their hands on deals like this.I started researching how these distributors operate, how they were able to offer products at such low prices, and how to verify who was legit and who wasnt.

Then I went on a campaign, staying up all night for days on end putting together lists of resources and hatching big business plans

I own hundreds of pairs of sneakers now, I live the sneaker culture, and I have sold thousands of pairs over the years. Ive even built and sold profitable sneaker businesses!

And let me tell you, I dont clock in to no damn day job. No boss. I travel on the regular, going where I want around the world and buying what I want, when I want.

And my friends are in on the action now too. One of my boys owns the number one sneaker shop in my city, and another owns over a thousand pairs of sneakers and resells sneakerson a major level online!

Ive done well for myself and I love what I do. But Ive already carved out my spot, and now I get a lot of satisfaction showing frustrated hustlers like you how to do the very same thing.

If you want to make serious bread while building a business based on one of your greatest passions, weve already proven these insider secrets work again and again.

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Proven strategies others are using to make 6 or even 7 figures selling these shoes yes,

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walking you through the step-by-step process of setting up shop in no time!

All the resources you need to know what sells best, whats hot before its hot, and how to head off the latest trends in time to make a massive profit on every change in the market

The unique language of sneaker culture so you can communicate with suppliers, place orders, and market to your savviest clientsthe in-depth sneaker glossary will give you that extra edge to navigate and

How to easily spot the difference between fake and authentic sneakers so no one can get one over on you. This knowledge alone can make or break your business and reputation!

The tricks for offloading inventory in spots like EBay, Amazon, flea markets, roadside stands, Craigslist, and more and a list of venues where people will literally

Best shipping practices for saving money and headache this one factor alone ruins profit margins all the time, but with this knowledge you can

Jordans are still the bread and butter of this game, and well position you to jump right in with the exclusive OG Jordan Encyclopedia! This niche market alone can lay the foundation for

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Elite industry tricks to display your gear in a way that gets those eyes bugging! Keep them looking

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Plus youll discover where to get items that go perfect with your sneaker-selling business or personal collection, such as NBA jerseys, Sunglasses, Snapbacks, and other high-end apparel at dirt cheap prices youll even blow your own mind youll look so fly!

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Youre already spending too much money on sneakers. You know the people who collect and wear these want thembad! They fantasize about them, they dream about them in their sleep, and hell, I most definitely dont condone it, butpeople actually hurt each other to get them in their possession!

Digging your fingers into a passion business spells long-term opportunity!

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P.S.Just look around you. How many people do you see trying to make a buck with shortcuts and scamsor by slaving away at some day job with no real future? Youre not going to find a faster way to line your pockets with cash and still be able to live the kind of lifestyle you love, and I can promise you that. In fact, I already did. So click the buy now button and get out there and start building your empire!

Pimp your sneakers!

Posted on måndag, april 16, 2012 5 Comments

Pimp your sneakers! Get crafty and create your own personalized expression inspired by thisTop 10 pick of awesomeDIY Ideas& Tutorials for Sneakers, brought to you by from crafty corners of the DIY Blogosphere. Embark on a voyage of DIY discovery of studs, polka dot, super sparkly bling, chevron and budget versions of Miu Miu, Missoni and Prada designs! Links to full tutorials under each pic Enjoy!

DIY Missoni Sneakers from Refinery29 DIY Tutorial HERE!

Inspiration pic fromStockholm Streetstyle, StuddedDIY Tutorial from TransientExpression HERE!

DIY Prada Platform Sneakers from A Pair & A Spare DIY Tutorial HERE!

DIY from LoveMaegan Sparkly One-stars Tutorial HERE!

The Brogue Vans (sold by Vans) have great DIY potential!

DIY Polka Dot Sneakers from Golden & Lovely, TUTORIAL HERE!

The original source of this great DIY project is unknown! Let me know if you know it! It was

DIY Super Sparkly Vans from Honestly WTF, DIY TUTORIAL HERE!

DIY Saddle Shoes from Bleubirdvintage TUTORIAL HERE!

DIY Shoes by Jessica Hogue, via here

Filed underInspirationTutorials Tagged withDIY Chevron SneakersDIY Missoni SneakersDIY Miu Miu SneakersDIY Painted Leopard SnekersDIY Polka Dot SneakersDIY Studded Converse

These are all really great! Thanks so much for linking to my studded Converse

Thank you Rachel for sharing lots of cool D.I.Y inspiration over m!

A really great way for a make-over of shoes that you havent worn for a long time, because you just have had enough of them!

[…] previously featured the sparkly One Stars from LoveMaegan in my Sneakers pimpin special, head here for her brilliant DIY  […]

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ScrapHacking is about conceptually seeing and practically seizing potential, about re-shaping and re-purposing, making the old look new – or the boring shine & sparkle from an inspired injection of love and creativity.

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Create Your Own Nike Shoes

Do you want to create your own Nike shoes to welcome the Spring festival that is coming? Nike has more than a thousand types of shoes in their warehouse but you might not able to find one that fits your feet. Although Nike launches new shoe models every year, it is highly recommended to customize your own Nike shoes at least once in a lifetime. There are unlimited fun and satisfaction while designing your own Nike shoes. You stand a chance to be the top designer and you are the one who decide the style and colors for the shoe. In addition, you can also decide the material for each part. Vinyl or leather is up to your choice.

People who stay near to a NIKEiD studio can simply walk into the studio and use the kiosk to customize a pair of Nike shoes. Other than the physical NIKEiD studios, NIKE also allows you to customize your own Nike shoes online. As long as there is an internet connection, you can design any Nike shoes online at anytime you want. For those who prefer to sit in your own room to do the work, here is the step by step guide on how to create your own Nike shoes online.

Step 1:Access to NIKEiD online to begin. This is the direct link forNIKEiD U.S. People who reside in Australia, United Kingdom, Italy, France, Spain, China, or Germany can use the same link too. However, NIKEiD USA does not deliver to Australia and New Zealand.

Step 2:At NIKEiD website, select any type of shoes you want to customize. Make sure it has the CUSTOMIZE IT icon below the product image. Shoe models such as KOBE Bryant KOBE+8 System, Nike Jordan, Nike Air Max often can be customized. Click on the shoe and then click on Start Customizing to begin.

Step 3:There will be a color panel for you to select the color and material you prefer on each part of the shoe. This is where you need to spend more time to make sure your design is unique. This is where you need to spend more time and effort to create a pair of Nike shoes that no one else see it before.

Other than Nike, you can alsodesign your own Converse.

When you finished the design, you can click on Add to Cart button at the same page to place order with NIKEiD. All you need to do is to enter the delivery address and make the payment using credit card or debit card. The delivery is between four to five weeks. You can still do this even you do not plan to buy. The fun to create your own Nike shoes is definitely enjoyable.

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Off-White x Nike Blazer The Ten

Virgil AblohsOff-WhitexNikeThe Ten collection has already become one of 2017s most covetedcollaborations, and its also one of the hardest to get and in turn,one of the most expensive on the resell market.

If youre one of the many sneakerheads who came up empty-handed following the prerelease of the collaborations Ghosting range, you should know theres an easier way to get the Off-White look without having to break the bank.

With some creativity and light labor, you can create your ownDIYOff-White-inspired Nike kicks at home. In fact, according to Nike, Ablohs own collection was spawned after the designer cut up a pair of Air Force 1sneakerswith an X-Acto knife during a visit to the brands Beaverton, Ore., headquarters. And atNikes Off Campus events, attendees were given the tools to make custom Off-White designs, furthering the collaborations DIY attachment.

Below, youll find all of The Ten Off-White x Nike models that make up the Ghosting and Revealing groups in similar colorways. After you decide on a shoe, all youll need is a knife, a sewing machine, a few zip ties and a Sharpie, and just like that, youll have your very own Off-White x Nikes or at least something close to them at a fraction of the price.

Air Jordan 1 High OG,$165on sale for

Nike Air Max 90 Ultra 2.0 Essential,

Converse Chuck Taylor All Star High,

Virgil Abloh Gifts Naomi CampbellCustom Air Naomi Off-White x NikeShoes

Odell Beckham Jr. Drapes Himself in DesignerWith Louis Vuitton x Supreme and Off-White xNike

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Nike Team Headwr

Start out by selecting one of our best sellers

Custom build your Nike cap with high quality materials and options.

The player tag option allows players to write their name and number inside their caps

Build your cap with laser-cut perforations for incredible ventilation

All caps are constructed with Dri-FIT sweatbands to manage moisture and keep you dry and comfortable

Add this patented visor inset to reduce pressure against the forehead

Fitted Swoosh Flex styles give you a snug, comfortable fit

Download a PDF of our custom and stock flyers

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Solecreator

Many people customize their sneakers by hand, with the use of their favorite markers. Sneakers have become one of the best canvases to express your creative vision and if you want to take your design skills to the next level you can use Solecreator as a tool to bring your vision to life.

Unfortunately the Solecreator website ) is already offline since a couple of months so customers have to look for alternatives to Solecreator. Custom sneakers are also available atAdidasConverseandVans. Other custom shoes like leather boots are available atTimberland. All companies and brands that offer customs shoes can beviewed here.

Solecreator was owned by Creative Soles Limited, a company based in Birmingham UK which prided itself in providing fashionably designed footwear and customized plimsolls. The website of Solecreator was equipped with online tools to help you draw and design your very own personalized pair of sneaks and then buy them afterwards.

Solecreator offered quite a broad selection from a number of different shoe brands like Converse, Vans and Dunlop, which were also available in different styles and color options. Prices of branded pairs are 46 69.99 and unbranded pairs are more affordable at just 19.99.

When it comes to style options during customization, the designs are literally countless. The design software that they have on the site is filled with a library full of clip arts, which you can layer on top of each other. You can also add personalized text or even upload your own picture or your own graphic design. If you want to add more personality to the shoes, you can also add colored laces for an additional fee.

The shipping is pretty fast and your personalized orders will arrive within 48 hours after design submission and they do ship almost everywhere in the world. Returns are accepted for exchanges, refunds or store credits provided that the item is returned within 14 days and still in its original condition.

The Solecreator website is the perfect place to show off your artistic side. If you have ever wished to own a pair of Chucks that scream rockstar, then better put this on your bookmarks folder. You will leave the site feeling like a graphic artist and pretty soon, youll be rocking your own pair of uniquely designed plimsolls too.

AdidasConverseK-SwissVansReebokandNike

Wow, great article! Love your web page, since every information here is quality based stuff. 😉

This design is incredible! You most certainly know how to keep a reader entertained. Between your wit and your videos, I was almost moved to start my own blog (well, almostHaHa!) Fantastic job. I really enjoyed what you had to say, and more than that, how you presented it. Too cool!

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