Turning sole into soul at the Sneaker Shack

South Africa’s sneaker market is booming – projected to hit R3bn this year – and young people are happily dropping thousands on Jordans, Sambas or Hokas. But where there’s big spend, there’s big upkeep. That’s the space Sneaker Shack stepped into eight years ago.

Since then, the company has cleaned thousands of pairs of shoes, hired hundreds of employees, and opened 14 stores countrywide – all on the promise of reviving battered sneakers in just three days.

It’s an impressive trajectory for a business many dismissed as niche. Nevertheless, founder Lolo Ndlovu trusted in his vision entirely. “In my mind, everything made sense – the value, the potential, the impact of the Sneaker Shack – but translating that into something tangible, something others could see and believe in, was gruelling at first. Communicating the vision, getting buy-in, building systems, hiring right – it was all a learning curve,” he tells Currency.

But translate it did, and the business has been growing consistently ever since. In a three-day turnaround, the Sneaker Shack takes your banged up shoes and rejuvenates them, getting even the most difficult stains out of suede or leather. The company also has its own range of cleaning products that you can buy to keep your kicks fresh. (Ed’s note: we use them and can attest to their ability to turn tatty suede New Balances into almost new shoes.)

Lesson: Obsess over your product

Part of Sneaker Shack’s success is Ndlovu’s pure obsession with the brand – “I genuinely can’t get enough of it,” he says.

But another part of it comes from the world we live in today. “Everyone wears shoes, and in an increasingly urban and brand-conscious world, keeping them clean and cared for has both practical and emotional value,” Ndlovu explains.

Lesson: Know your core customer and where they live

Sneaker Shack is focusing on growing its popularity with this specific group (many of whom are already customers). Demand for its service is highest in big cities like Joburg and Cape Town, and Ndlovu says its expansion will continue in these areas, where the fashion-forward hustlers live.

Besides the fashionistas, other sneakerheads include runners, which all big cities are teeming with. “As more people adopt fitness-forward habits, sneakers have increasingly become the primary choice of footwear, not just for sport, but for everyday use,” Ndlovu says.

Lesson: Stop, collaborate and listen

Shrewd collaborations with TotalSports, Virgin Active and Discovery Vitality have boosted Sneaker Shack to new levels, giving it access to a customer base that sees the value in maintaining their gear and lifestyles.

These sorts of collaborations are a staple in any young brand’s life – with the tight nature of the economy, companies are learning to branch out into different fields, sharing their customer base to increase collective profit. Social media is the perfect platform to do this.

Lesson: Get social

Apps like Instagram, TikTok and Facebook are consistently the number one way to connect with customers. South Africa has 26-million social media users, with an upward growth trend. The Sneaker Shack team are social media pros, with dazzling posts advertising new product launches, collabing with run clubs and coffee shops, or hopping on the latest social media trend.

“For a young, lifestyle-driven brand like us, it’s all about relevance – cutting through the noise and staying top of mind in a fast-moving digital space,” says Ndlovu. “We try to position ourselves on the frontlines of the South African zeitgeist, tapping into trends, conversations and cultural moments that resonate with our audience.”

Lesson: Lock in loyalty

So besides captivating posts, how do you keep people engaged with a service that is considered more of a want than a need? You make it a need – something people keep coming back to every week or month. For Sneaker Shack, the latest move comes in the form of a sneaker-cleaning subscription service. A six-month subscription brings the cost of a clean down to just R150 and is perfect for those who live on their feet.

Explaining this innovation, Ndlovu says the company is always looking for new ways to make the experience more seamless, and ultimately more valuable, for customers. Everyone wants to get the most out of a subscription, and this way the business retains a constant client base.

Lesson: Stay restless

Being stagnant and comfortable is a death knell for businesses in today’s competitive economy, and Sneaker Shack is running in the opposite direction. It is a risky game to play, but Ndlovu and his team show no fear.

The world can seem scary and uncertain at first glance, Ndlovu says. “But scratch the surface and you start to see something else – a shift in consciousness that’s redefining how we live, work and engage with everyday services.”