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The business of sneakers: Q&A with teenage entrepreneur Noah Vitale - Anaheim High School Sports There's something unearthly magical about owning a pair of limited-edition, rare or highly sought-after sneakers. It comes the moment you crack open the lid about the quality-crafted shoebox, peel back the uncrinkled tissue paper and lay your eyes on your clean kicks (don't even get me started on the glorious smell of new leather, mixed with rubber and Velcro!). Pretty near heaven, right? One one who knows this exact feeling is Noah Vitale, a sophomore at Los Osos High School in Rancho Cucamonga. The 16-year old has found a way to capture that little bit of sneaker-heaven and convey it to sneakerheads all around the world through his upstart company, Vitale Kicks. Not only is Noah an honors student, maintaining a 4.5 GPA and an affiliate the Grizzlies' soccer team, he's and a consummate professional that can be found hours before school starts at his desk completing orders, answering customer emails and searching for exclusive sneaks for any fanatical subculture of sneaker aficionados. In just 6 months time, Vitale Kicks has earned over $250,000 dollars in product sales, due to a low-supply-high-demand market and a lot of hard work and commitment from Noah. Recently I sat down with the young entrepreneur to talk about how he turned their own sneaker obsession in to a thriving business. Quesiton: I love your organization logo. Who designed it? Noah Vitale: My brother Nick designed it. He's 18 along with a senior at Los Osos. We sat down together one day and just put it together. People manage to like it so it worked out really well. Q: So what exactly is Vitale Kicks? Noah: Basically it's this - Nike and Jordan brands will release a series of limited shoes whether its shoes from Air Jordan or Nike Running or anything prefer that. And because they're limited, there will be a huge need for them. So we find a way to buy them from shops and then mark them up after we have them within our hands. So, say we have a shoe that retails for $160 dollars, and it is sold out in shops all across the United States. We'll take that shoe and then sell it for maybe $230 dollars on our website. We can perform this because there's such a tremendous demand and you can't go in a retail store and purchase for them. So, the one choice is to buy it from your so-called reseller, which is somebody like us. Q: So, if Nike drops a small edition Air Force 1, and I don't want to sit in front of Undefeated for 2 days, I can call you up? Noah: Yeah, exactly. We actually have people who do sit away from stores on release day and then once they receive the shoes we'll sell them a little bit over retail. So yeah, definitely any sort of shoe such as an Air Force 1 we are capable of doing the same exact thing. Q: As a consumer, I think that's definitely worth the mark-up there because who may have the time for it to sit facing a store for days? Noah: Yeah, definitely. Q: So do you employ people to sit down out looking at stores? Noah: Yeah occasionally we all do. I'll pay friends say $20 bucks for just one night to camp out with us. That's just one of the many ways we're able to have the shoes. Q: What are another ways? Noah: We get them online and direct from retailers like Footlocker or NikeTown. We'll enter raffles. They're not easy and simple to get. It's a complicated process. Over time we've built up friends along with a network of men and women like store managers and the like. Q: It actually sounds fun. Noah: It is fun because you're meeting new people and it's really thrilling every weekend to try to obtain as many shoes as possible and at the same time frame I'm effortlessly my friends. It's a good experience, as well as making a good profit every weekend. Q: So basically, you've made a business from your hobby. Noah: Definitely, because it all started with an interest over these type of limited-edition shoes. And then realizing that there was clearly a big potential opportunity to create a business and make up a little money. But all of it originated as an interest of collecting and wearing this footwear. So, it is a business along with a hobby at one time. Q: When have you start it and how old were you? Noah: Well I was 20 years old and I started the organization in April of 2013. Q: Do you remember the exact moment the thought sparked? Noah: It started when my dad and I were outside of a Finish Line one night, where these were doing a raffle and that we were able to get two pairs of Air Jordans. As soon once we walked out from the store some people stopped us and offered us a huge $150 dollars over-retail for them. We were like, 'Wow did that basically just happen'? It motivated my father too because usually once you tell a mother or father about doing something like this they might say, 'Nah, there is no way! You can't go get a shoe that's in a local store and resell it for further.' But the moment somebody about the sidewalk stopped my father and said, "Hey, I'll take those for $280 dollars right this moment," I think that really kind of lit the spark for everything. Q: It really really helps to have your dad on the side don't you think? Noah: Yeah it really is did help have my father on my side. When someone how old irrrve become is starting off they won't have the revenue to be able to acquire 100 pairs of shoes. So having my pops to help me out (and his credit card) was definitely a large help. But, my parents are invariably supportive of whatever I do. When I told my father I wanted to achieve this, he was all for it because when I was obviously a younger kid I had another business and that he saw how well I did your. Q: What's the most high-priced shoe you've sold? Noah: Nike has a foundation with Doernbecher Children's Hospital in Portland, Oregon. At the first of the year they released a shoe known as the Nike Air Doernbecher that retailed for $250 dollars and that we sold it for $1300 dollars. So that was a very large profit. It was form of tough to look for a buyer while we found one with the price it absolutely was satisfying. And we were able to get a couple pairs of those. That was definitely our biggest sale. Q: What's been the most interesting shoe you've sold? Noah: We're taking care of that today. We possess a shoe known as the Nike Air Yeezy which can be a collaboration relating to the hip-hop artist Kanye West and Nike. The shoe retails at $250 dollars and it is currently reselling while on an average around $4,000 to $5,000 dollars. We have one pair in your hands right now and now we're just waiting to find the right buyer who will pull the trigger. But that's definitely our most beneficial shoe that we've ever endured. Q: How do you go about selling a shoe that's worth a lot? It sounds almost dangerous. Noah: Right! We've had it in our possession just a little over a month and also the challenge with a shoe like this is you should be careful about how exactly you flip it because with such a huge demand, it's dangerous to satisfy up to get a shoe that's worth $4,000 dollars. So you should be careful. But we're definitely keeping it safe until we find the right buyer. That will be nice after we let that go. Q: Nice payday! What do you generally do with the profits you cash in on? Noah: I'll occasionally buy myself clothes but most in the money is store in my bank-account and in the bank for college. Also, I just bought myself an Audi. So, that's one helluva first car to me. But in addition to that, I just input it away for college. Q: How amazed are you once you sit back and find out the success you have been able to create from reselling sneakers? Noah: It's amazing. When I was driving home from buying my Audi, I was just thinking, 'Wow! This thing that I'm doing has ended in me possessing this car.' It's just great to see effort pay off. Q: What do your mates think about Vitale Kicks? Noah: You know my pals are actually people who I'll bring beside me to grab shoes and I'll pay them back for coming with me at night. I'll text them some nights and say, 'Hey you guys down to head to Los Angeles beside me this weekend to get some shoes? I'm paying everybody so-and-so amount of dollars.' And sometimes, they don't even want to be paid since it's simply a thrilling experience to go into these populated areas and also to be around these people who are crazy for sneakers. And it's fun to walk out in the stores with exclusive shoes and everybody's taking a look at us saying, "Oh look, look, look, they got a." So my friends have definitely reduced the problem be where I am today and have been a resource of support and have solved the problem throughout everything. And beauty of it is, some of my pals have actually started their unique sneaker reselling businesses with a smaller level. It's cool to see that influence spread throughout every one of the group of my buddies and to determine them have success too in what they're doing. Sometimes they'll ask me for help and I'm more than pleased to help them. Q: Are your customers surprised once they find out that you're a secondary school kid? Noah: Well, I only tell people I'm close to but when I do inform them I'm 16, they're very surprised. If anything they believe it's really cool a thief younger than them could be doing similar to this. Q: The testimonial page on your own website is simply photo after photo of super-stoked people showing off the shoes they purchased from you. How satisfying is? Noah: The customer appreciation is fairly cool. That's one of the best parts is to find out the customer testimonials. They're really a large help to our company and its rewarding if we get those back. Sometimes we'll even share discounts if customers post a testimonial because that pulls a lot of other those who haven't purchased in us. People will look at that and say, 'Oh those guys are legit ' they understand what they're doing.' Q: What's the biggest challenge you've faced being a young entrepreneur? Noah: My biggest challenge is maintaining school and the company at the same time. I'm taking all AP and Honors classes and hold a 4.5 GPA. When I go back home I usually have 3-hours of homework then when I'm playing soccer I won't go back home until 5 p.m. Then I'll have 40,000 people on social networking that are emailing and contacting me about their order or about the shoes that are developing and asking if I'm getting certain shoes. So that's definitely hard looking to balance all of that. But I think I've kind of found that balance. I devote some time out with a certain hour to reply to emails, to acquire back to customers, also to post up on social websites. Then naturally, I get other time for you to do assignment work and other things which might be more important. Q: Time management is definitely a skill don't you find it? Noah: Yeah, it's something I've learned to do. Q: What are your plans after high school? Noah: I don't know what college I want to go to yet, but I plan to travel right into a 4-year school. I also plan on hopefully running multiple businesses when I'm out of senior high school. But I definitely will head to college with whether Business or Computer Science Major and hopefully have other businesses on my small hands during those times. Q: Who are several of your influences or people that have inspirited you? Noah: I would say operator like Mark Cuban. Or if you watch the show Shark Tank, all those people on the. It's inspiring to find out how successful they are and just how they're able to help people out with businesses and stuff. Q. Ever think about taking Vitale Kicks on Shark Tank? Noah: Not really. You know, there's over 10,000 those who do the same exact thing as Vitale Kicks. It's not like we're some unique thing. We've just found ways to be successful. Q: What have you learned is essentially the most important aspect of creating a successful at-home business? Noah: How big social media is in regards to how it can help a small business. I started this past year with one follower on Instagram and after this I have over 40,000 followers. Social media has really helped grow my business and it's definitely one from the most important factors for almost any business today. Also the importance of good customer service is huge. Like I said earlier, because these shoes are so expensive, everyone is sometimes afraid to spend much money. I could be nervous too if I was spending $400 dollars or even more. When you communicate with a customer, you are making them feel comfortable about their purchase. So, without a doubt social media and good customer support are the two most important things in having a company. Q: A lot of young people take into consideration starting their very own business or doing something entrepreneurial as you. What kind of advice would you give a young person who has a excellent idea and wants to get it to the next level? Noah: I would tell others to check around to see what other people are doing. Because when I was starting the company, I looked up to other resellers and learned from their store. So one in the most important things is always to take advice and examine other coffee shops and build upon that. And also, not be afraid of just getting started. Get out there and understand it going. Because you can have so many thoughts when creating a company and be thinking, 'I want to accomplish this and I want to do that.' But you just have to look and take action. Eventually all of it works out. So my advice would be learn and take advice from others and trust yourself and be afraid to simply start. Take a chance and simply start. Q: Just get it done! As the famous shoemaker says! Noah: Exactly! Just take action! To find out more on Vitale Kicks and take a look at their extensive variety of limited-edition shoes, have a look at Vitalekicks.com. And connect with Vitale Kicks on Twitter and Instagram.