SNKR Project
An attainable luxury sneaker brand built from white space
SNKR Project was founded to serve consumers who wanted luxury-inspired sneakers without the luxury price tag. Starting from a $40,000 investment, I built the brand, assembled the team, and led product strategy, design, development, sourcing, and production across the full line.
We launched with 6 styles and 3 colorways each, positioned at $79.99–$119.99. Drawing inspiration from brands such as Y-3, Buscemi, Gucci, and Prada, we created a distinct product language through original colors, materials, and details that made the line feel uniquely SNKR Project.
By hand-selecting materials from exclusive markets in southern China, developing exceptional fit, and maintaining strong product value, we created a brand with a very low return rate and strong early traction.
Within three years, SNKR Project grew into a $3M business, supported by a healthy D2C model, an early wholesale partnership with Finish Line, and a commitment to become the house brand for S-Market in Seoul in late 2019.
The Opportunity
The market was filled with highly aspirational sneaker brands, but many consumers were priced out of the category. I saw an opportunity to create a brand that gave customers the look, feel, and energy of luxury sneakers at a price point that was much more accessible.
SNKR Project was built for men and women who wanted premium style without the luxury markup.
My Role
As Founder and Chief Product Officer, I built the brand from the ground up and assembled the team that brought it to life.
I led:
Brand vision and product strategy
Footwear design and line planning
Development, sourcing, and production
Asia-based factory partnerships
Costing, quality, timelines, and final execution
I oversaw the full footwear line from concept through final delivery.
The Product Strategy
We positioned SNKR Project in the $79.99 to $119.99 retail price range, giving the brand a strong attainable-luxury position in the market.
We launched with:
6 core styles
3 colorways per style
The goal was to create a focused assortment with enough range to feel exciting, but tight enough to stay commercially disciplined.
Our design point of view was inspired by the energy and attitude of leading fashion-house sneaker brands such as Y-3, Buscemi, Gucci, and Prada. Rather than copy the market, we used that inspiration to build something original through our own color stories, material combinations, and detailing—creating sneakers that felt premium, directional, and distinctly SNKR Project.
What Set the Brand Apart
Attainable luxury positioning
We created a brand that delivered luxury-inspired style at a retail price accessible to a much broader customer base.
Elevated materials at the right cost
On our trips to Asia, we hand-selected materials from exclusive material markets in southern China to achieve the best possible balance of quality, visual impact, and value.
Exceptional fit
Fit was one of the most important parts of the product. We developed it with extreme precision, resulting in an exceptional on-foot experience and an extremely low return rate.
Strong brand identity
What made the product special was not just the inspiration behind it, but how we translated it into something unique. Through color, details, material choices, and silhouette mixing, we created sneakers that felt recognizable as SNKR Project.
Commercial Growth
SNKR Project gained traction quickly through a combination of wholesale and direct-to-consumer growth.
Key milestones included:
Building the brand from a $40,000 investment
Growing it into a $3M business within three years
Securing Finish Line as our first wholesale partner
Building a healthy direct-to-consumer business
Securing a commitment in late 2019 for SNKR Project to become the house brand for S-Market in Seoul, South Korea
This balanced channel approach helped validate the brand both domestically and internationally.
Business Impact
Founded SNKR Project and built the team from the ground up
Identified a strong white-space opportunity in the attainable luxury sneaker market
Grew the brand from $40,000 to $3M in three years
Launched with a disciplined assortment of 6 styles and 3 colors each
Built early wholesale credibility through Finish Line
Developed a healthy direct-to-consumer business
Secured international growth potential through S-Market Seoul
Achieved an extremely low return rate through precise fit and product execution
Executive Takeaway
SNKR Project demonstrates my ability to identify market white space, build a brand from the ground up, develop strong products with a clear point of difference, and lead the full product development process from idea to commercialisation.
It is a strong example of combining brand vision, product leadership, sourcing discipline, fit excellence, and channel strategy to build a fast-growing footwear business.