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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 running a pair of limited-edition, rare or highly sought-after sneakers. It comes the moment you crack open the lid for the quality-crafted shoebox, peel back the uncrinkled tissue paper and lay your vision on your brand new kicks (don't even get me started about the glorious smell of new leather, mixed with rubber and Velcro!). Pretty close to heaven, right? One individual who knows this exact feeling is Noah Vitale, a sophomore at Los Osos High School in Rancho Cucamonga. The 16-year old finds a way to capture that bit of sneaker-heaven and bring it to sneakerheads 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' football team, he's and a consummate professional who is able to be found hours before school starts at his desk completing orders, answering customer emails and searching for exclusive sneaks to get a fanatical subculture of sneaker aficionados. In just few months time, Vitale Kicks has earned over $250,000 dollars in income, 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 have a chat about how he turned their own sneaker obsession right into a thriving business. Quesiton: I love your business logo. Who designed it? Noah Vitale: My brother Nick designed it. He's 18 and a senior at Los Osos. We sat down together one day and just build it. People seem to like it so that it worked out really well. Q: So what exactly is Vitale Kicks? Noah: Basically it's this - Nike and Jordan brands will to push out a series of limited shoes whether its shoes from Air Jordan or Nike Running or anything prefer that. And because they're limited, there'll be a huge need for them. So we find ways to buy them from retail stores and then mark them up after we have them in your hands. So, say you will find there's shoe that retails for $160 dollars, and sold out to get all across the United States. We'll take that shoe then sell it for maybe $230 dollars on our website. We are able to do this because there's such a tremendous demand so you can't go in to a retail store and purchase for them. So, the only real choice is to acquire it from a so-called reseller, which can be somebody like us. Q: So, if Nike drops a small edition Air Force 1, and I don't wish to sit facing Undefeated for just two days, I can phone you up? Noah: Yeah, exactly. We actually have those who do sit outside stores on release day and then once they have the shoes we'll sell them slightly over retail. So yeah, definitely almost any shoe such as an Air Force 1 we are able to do the same exact thing. Q: As a consumer, I think that's worth the mark-up immediately because who has the time and energy to sit in front of a store for several days? Noah: Yeah, definitely. Q: So do you employ people by sitting out looking at stores? Noah: Yeah occasionally perform. 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 receive the shoes. Q: What are another ways? Noah: We purchase for them online and direct from retailers like Footlocker or NikeTown. We'll enter raffles. They're not the easiest to get. It's a complicated process. Over time we've built up friends as well as 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 have as many shoes as you can and at once I'm effortlessly my friends. It's a good experience, together with making a good profit every weekend. Q: So basically, you've made a business out of your hobby. Noah: Definitely, because it all started with an interest over these type of limited-edition shoes. And then realizing that there is a big potential possibility to create a business and make up a little money. But all of it originated as a hobby of collecting and wearing these shoes. So, it definitely is a business and a hobby at the same time. Q: When have you start it and how old were you? Noah: Well I was 20 years old and I started the business in April of 2013. Q: Do you remember the precise moment the concept sparked? Noah: It started when my father and I were outside of a Finish Line one night, where we were holding doing a raffle and now we were able to pick up two pairs of Air Jordans. As soon as we walked out in the store a few people stopped us and offered us a tremendous $150 dollars over-retail for the children. We were like, 'Wow did that truly just happen'? It motivated dad too because usually whenever you tell a parent about doing something such as this they might say, 'Nah, there is not any way! You can't go obtain a shoe that's in a store and resell it to get more.' But after somebody around the sidewalk stopped my dad and said, "Hey, I'll take those for $280 dollars right now," I think that actually kind of lit the spark for everything. Q: It really allows you have your dad on your own side right? Noah: Yeah it definitely did help to have dad on my side. When someone my age is starting off they will not have the revenue to be able to acquire 100 pairs of shoes. So having my dad to help me out (with his fantastic credit card) was definitely a big help. But, my parents will almost always be supportive of whatever I do. When I told my dad I wanted to get this done, he was all for it because when I would be a younger kid I had another business and the man saw how well I did with this. Q: What's the priciest shoe you've sold? Noah: Nike has 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 kind of tough to find a buyer then when we found one to the price it was satisfying. And we were able to get a couple pairs of people. That was definitely our biggest sale. Q: What's been one of the most interesting shoe you've sold? Noah: We're taking care of that today. We have a shoe referred to as the Nike Air Yeezy that's a collaboration relating to the hip-hop artist Kanye West and Nike. The shoe retails at $250 dollars and it's really currently reselling on an average of around $4,000 to $5,000 dollars. We have one pair in your hands right now and we're just waiting to discover the right buyer who'll pull the trigger. But that's definitely our most effective shoe that we've ever had. Q: How do you begin selling a shoe that's worth so much? It sounds almost dangerous. Noah: Right! We've had it in your possession somewhat over a month and the challenge with a shoe this way is you must be careful regarding how you flip it because with such a tremendous demand, it's dangerous to fulfill up for the shoe that's worth $4,000 dollars. So you ought to be careful. But we're definitely keeping it safe until look for the right buyer. That will be nice once we let that go. Q: Nice payday! What do you generally do with all the profits you get? Noah: I'll occasionally buy myself clothes but most in the money is set aside in my checking account and saved up for college. Also, I just bought myself an Audi. So, that's one helluva first car to me. But apart from that, I just put it away for college. Q: How amazed are you once you sit back to see 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 triggered me having this car.' It's just great to see work pay off. Q: What do your mates think about Vitale Kicks? Noah: You know my buddies are actually the ones that 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 you guys down to head to Los Angeles with me at night this weekend to pick up some shoes? I'm paying everybody so-and-so quantity of dollars.' And sometimes, they just don't even desire to be paid since it's just a thrilling experience to go right down to these populated areas and be around these people who are crazy for sneakers. And it's fun to steer out from the stores with exclusive shoes and everybody's taking a look at us saying, "Oh look, look, look, they got this or that." So my friends have definitely taught me to be be where I am today and have been an origin of support and have reduced the problem throughout it all. And beauty of it is, some of my buddies have actually started their own sneaker reselling businesses over a smaller level. It's cool to view that influence spread throughout every one of the group of my pals and to determine them have success too with what they're doing. Sometimes they'll ask me for help and I'm happy to help them. Q: Are your customers surprised once they find out you're a senior high school kid? Noah: Well, I only tell people I'm close to but when I do tell them I'm 16, they're very surprised. If anything they think it's really cool that a person younger than them may be doing something similar to this. Q: The testimonial page on your website is merely photo after photo of super-stoked people showing the shoes they bought in you. How satisfying is the fact that? Noah: The customer appreciation is pretty cool. That's one with the best parts is to see the customer testimonials. They're really a major 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 understand what they're doing.' Q: What's the biggest challenge you've faced as a young entrepreneur? Noah: My biggest challenge is maintaining school and the company at one time. I'm taking all AP and Honors classes and hold a 4.5 GPA. When I return home I usually have 3-hours of homework when I'm playing soccer I won't get back until 5 p.m. Then I'll have 40,000 people on social media marketing that are emailing and contacting me regarding order or about the sneakers that are being released and asking if I'm getting certain shoes. So that's definitely hard wanting to balance all that. But I think I've type of found that balance. I take time out at the certain hour to deal to emails, to obtain back to customers, and post up on social networking. Then of course, I get other time for it to do school work and other things which are more important. Q: Time management happens to be a skill is it not? Noah: Yeah, it's something I've learned to complete. Q: What are your plans after senior high school? Noah: I don't know what college I want to check out 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 check out college with either a Business or Computer Science Major and hopefully have other businesses in my hands in those days. Q: Who are several of your influences or people who have inspirited you? Noah: I would say a business person like Mark Cuban. Or if you watch the show Shark Tank, those people on there. It's inspiring to see how successful they are and exactly how they're capable to help people out with businesses and stuff. Q. Ever consider taking Vitale Kicks on Shark Tank? Noah: Not really. You know, there's over 10,000 people who do the same exact thing as Vitale Kicks. It's not like we're some unique thing. We've just found a means to be successful. Q: What have you learned is probably the most important aspect of creating a successful at-home business? Noah: How big social networking is in regards to how it can help a company. 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 with the most important factors for almost any business nowadays. Also the need for good customer satisfaction is huge. Like I said earlier, because these comfortable shoes are so expensive, folks are sometimes afraid to spend a great deal money. I would be nervous too if I was spending $400 dollars or even more. When you contact a customer, you will be making them feel comfortable regarding their purchase. So, without a doubt social websites and good customer care are the two most crucial things in having an enterprise. Q: A lot of young people think about starting their own business or doing something entrepreneurial just like you. What sort of advice could you give a young individual that has a really good idea and wants to go to the next level? Noah: I would tell others to appear around to see what other folks are doing. Because when I was starting the business enterprise, I analyzed to other resellers and learned from their website. So one of the most important things is always to take advice and study and build upon that. And also, do not be afraid of just how to get started. Get out there and get it going. Because you can have numerous thoughts when creating a business and be thinking, 'I want to accomplish this and I want to perform that.' But you just have to travel and undertake it. Eventually it all works out. So my advice can be learn and take advice from others and believe in yourself and be afraid to just start. Take a chance and start. Q: Just take action! As the famous shoemaker says! Noah: Exactly! Just do it! To learn more about Vitale Kicks and take a look at their extensive assortment of limited-edition shoes, check them out at Vitalekicks.com. And connect with Vitale Kicks on Twitter and Instagram.