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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 having a pair of limited-edition, rare or highly sought-after sneakers. It comes the moment you crack open the lid around the quality-crafted shoebox, peel back the uncrinkled tissue paper and lay up your eyes on your fresh kicks (don't even get me started about the glorious smell of new leather, when combined rubber and Velcro!). Pretty near heaven, right? One person 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 provide it to sneakerheads all over the globe through his upstart company, Vitale Kicks. Not only is Noah an honors student, maintaining a 4.5 GPA and an affiliate the Grizzlies' team, he's and a consummate professional who can be found hours before school starts at his desk submitting orders, answering customer emails and searching for exclusive sneaks to get a fanatical subculture of sneaker aficionados. In just six months time, Vitale Kicks has earned over $250,000 dollars in gross sales, because of a low-supply-high-demand market and a lot of hard work and commitment from Noah. Recently I sat down while using young entrepreneur to talk about how he turned his very own sneaker obsession into a thriving business. Quesiton: I love your small business logo. Who designed it? Noah Vitale: My brother Nick designed it. He's 18 plus a senior at Los Osos. We sat down together some day and just put it together. People manage to like it so that it worked out rather 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 requirement for them. So we find a means to buy them from shops and then mark them up once we have them within our hands. So, say there exists a shoe that retails for $160 dollars, and it's sold out in stores all across the United States. We'll take that shoe and then sell on it for maybe $230 dollars on our website. We can do this because there's such a huge demand and also you can't go right into a retail store and purchase for them. So, the sole choice is to purchase it from your so-called reseller, which is somebody like us. Q: So, if Nike drops a fixed edition Air Force 1, and I shouldn't sit before Undefeated for two main days, I can phone you up? Noah: Yeah, exactly. We actually have people who do sit beyond stores on release day after which once they get the shoes we'll sell them slightly over retail. So yeah, definitely any type of shoe just like an Air Force 1 we are capable of doing the same exact thing. Q: As a consumer, I think that's well worth the mark-up there because who's the time for it to sit looking at a store for the? Noah: Yeah, definitely. Q: So do you employ people to sit down out before stores? Noah: Yeah occasionally we do. I'll pay friends say $20 bucks for one night to camp out with us. That's just one of the many ways we're able to receive the shoes. Q: What are another ways? Noah: We purchase them online and direct from retailers like Footlocker or NikeTown. We'll enter raffles. They're not the best to get. It's a complicated process. Over time we've developed friends as well as a network of individuals like store managers and the like. Q: It actually sounds fun. Noah: It is fun because you're meeting new people and it is thrilling every weekend to try to acquire as many shoes as you can and at the same time I'm effortlessly my friends. It's a good experience, as well as making a good profit every weekend. Q: So basically, you've developed a business out of your hobby. Noah: Definitely, since it all started with an interest in these type of limited-edition shoes. And then realizing that there is a big potential possibility to create a business and make a little money. But it all originated as an activity of collecting and wearing these shoes. So, it definitely is a business along with a hobby at once. Q: When have you start it and how old were you? Noah: Well I was 15 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 father and I were outside a Finish Line one night, where these folks were doing a raffle so we were able to pick up two pairs of Air Jordans. As soon even as we walked out of the store a few people stopped us and offered us a tremendous $150 dollars over-retail for the kids. We were like, 'Wow did that truly just happen'? It motivated my father too because usually when you tell a parent about doing something similar to this they will say, 'Nah, there's no way! You can't go buy a shoe that's in a local store and resell it for additional.' But the moment somebody around the sidewalk stopped my father and said, "Hey, I'll take those for $280 dollars right now," I think that basically kind of lit the spark for everything. Q: It really helps you to have your dad in your side don't you think? Noah: Yeah it will be did help have dad on my side. When someone my maturity is starting off they'll not have the revenue to be able to acquire 100 pairs of shoes. So having my father to help me out (and his awesome credit card) was definitely a large help. But, my parents are always supportive of whatever I do. When I told dad I wanted to accomplish this, he was all for it because when I was obviously a younger kid I had another business and he saw how well I did your. Q: What's the most costly shoe you've sold? Noah: Nike features a foundation with Doernbecher Children's Hospital in Portland, Oregon. At the first in the year they released a shoe known as the Nike Air Doernbecher that retailed for $250 dollars so we sold it for $1300 dollars. So that was obviously a very large profit. It was type of tough to look for a buyer then when 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 working on that at this time. We have a shoe referred to as the Nike Air Yeezy which is a collaboration involving the hip-hop artist Kanye West and Nike. The shoe retails at $250 dollars and it's really currently reselling while on an average of approximately $4,000 to $5,000 dollars. We have one pair in our hands right now so we're just waiting to discover the right buyer that will pull the trigger. But that's definitely our most beneficial shoe that we've ever endured. Q: How do you begin selling a shoe that's worth much? It sounds almost dangerous. Noah: Right! We've had it inside our possession a little over a month along with the challenge with a shoe similar to this is you should be careful about how exactly you flip it because with such an enormous demand, it's dangerous to fulfill up for a shoe that's worth $4,000 dollars. So you have to be careful. But we're definitely keeping it safe until find the right buyer. That will be nice after we let that go. Q: Nice payday! What do you generally do using the profits you get? Noah: I'll occasionally buy myself clothes but most in the money is let go of in my banking account and in the bank for college. Also, I just bought myself an Audi. So, that's one helluva first car personally. But besides that, I just put 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 having one of these car.' It's just great to see work pay off. Q: What do your mates think about Vitale Kicks? Noah: You know my friends are actually those who I'll bring beside me to pick-up shoes and I'll pay them back for coming with me at night. I'll text them some nights and say, 'Hey everyone down to visit Los Angeles beside me this weekend to get some shoes? I'm paying everybody so-and-so volume of dollars.' And sometimes, they just don't even want to be paid as it's only a thrilling experience to go down to these populated areas and also to be around these people who are crazy for sneakers. And it's fun just to walk out with the stores with exclusive shoes and everybody's investigating us saying, "Oh look, look, look, they got this or that." So my girlfriends have definitely taught me to be be where I am today and also have been a resource of support and have taught me to be throughout all of it. And an important feature about it is, some of my friends have actually started their unique sneaker reselling businesses on a smaller level. It's cool to determine that influence spread throughout all of the group of my girlfriends and to find out 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 are a high school graduation kid? Noah: Well, I only tell people I'm close to but when I do let them know I'm 16, they're very surprised. If anything believe that it's really cool that a person younger than them could be doing similar to this. Q: The testimonial page on your own website is just photo after photo of super-stoked people showing the shoes they bought in you. How satisfying is that? Noah: The customer appreciation is pretty cool. That's one of the best parts is to find out the customer testimonials. They're really a big help to us and its rewarding if we get those back. Sometimes we'll even hand out discounts if customers post a testimonial because that pulls a lot of other those who haven't bought in us. People will look at that and say, 'Oh those guys are legit ' they do know what they're doing.' Q: What's the biggest challenge you've faced as being a young entrepreneur? Noah: My biggest challenge is maintaining school and the organization at one 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 and when I'm playing soccer I won't return home until 5 p.m. Then I'll have 40,000 people on social media marketing that are emailing and contacting me relating to order or about these comfortable shoes that are coming out and asking if I'm getting certain shoes. So that's definitely hard wanting to balance all that. But I think I've kind of found that balance. I require time out in a certain hour to deal to emails, to get back to customers, and to post up on social media marketing. Then obviously, I get other time for it to do school work and other things which can be more important. Q: Time management is surely a skill don't you think? Noah: Yeah, it's something I've learned to complete. Q: What are your plans after high school? Noah: I don't know what college I want to visit yet, but I plan to visit right into a 4-year school. I also intend on hopefully running multiple businesses when I'm out of high school. But I definitely will head to college with whether Business or Computer Science Major and hopefully have other businesses on my own hands in those days. Q: Who are a few of your influences or individuals who have inspirited you? Noah: I would say an entrepreneur like Mark Cuban. Or if you watch the show Shark Tank, dozens of people on there. It's inspiring to determine how successful they are and how they're capable to help people out with businesses and stuff. Q. Ever take into consideration 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 a way to be successful. Q: What have you learned is the most important element of creating a successful at-home business? Noah: How big social networking is in relation to how it can help an enterprise. I started recently with one follower on Instagram and now I have over 40,000 followers. Social media has really helped grow my business and definitely one in the most important factors for almost any business currently. Also the importance of good customer satisfaction is huge. Like I said earlier, because these shoes are so expensive, individuals are sometimes afraid to spend so much money. I could be nervous too if I was spending $400 dollars or maybe more. When you communicate with a customer, you are making them feel comfortable regarding purchase. So, without a doubt social websites and good customer service are the two most critical things in having an enterprise. Q: A lot of young people consider starting their particular business or doing something entrepreneurial as you. What kind of advice can you give a young person who has a really good idea and wants to get it to the next level? Noah: I would tell others to check around and discover what other people are doing. Because when I was starting the organization, I analyzed to other resellers and learned from their store. So one with the most important things would be to take advice and study and build upon that. And also, never be afraid of just how to get started. Get out there and understand it going. Because you can have countless thoughts when creating an enterprise and be thinking, 'I want to do this and I want to accomplish that.' But you just have to visit and get it done. Eventually all of it works out. So my advice can be learn and take advice from others and believe in yourself and do not be afraid to merely start. Take a chance and simply start. Q: Just take action! As the famous shoemaker says! Noah: Exactly! Just undertake it! To find out more about Vitale Kicks and also to take a look at their extensive variety of limited-edition shoes, check them out at Vitalekicks.com. And connect with Vitale Kicks on Twitter and Instagram.
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