What were your initial thoughts when you offered the help with the content and marketing?
It’s just in my nature. If I see something that can be improved, I offer my help not for personal gain, but because I genuinely enjoy working to make things better. When I come across something cool, I can’t help but think, “This is great, but let’s make it even better.” That’s how I felt when I first got involved with Sneakerness Amsterdam. The event had been around for about 7 years, and I joined 10 years ago. By then, three events had already been held in Amsterdam, organized by a different team. I discovered that the production side was being managed by two guys I knew fairly well.
I knew these guys had the experience to run a production—they were already organizing large techno festivals and had tons of expertise. For example, Daan, my business partner, had been running the biggest techno festival in Amsterdam for 15 years. But at the same time, I found myself thinking, “How are they going to pull this off?” They didn’t have any connection to the sneaker community. They weren’t familiar with the key shops, brands, customizers, or any of that. So, I decided to pick up the phone. I said, “Hey, you’re handling the production? That’s awesome, but maybe you could use some help.” At the time, there were only six weeks left until the event. They told me they could manage the production side but needed more sellers. They had some assistance from Sneakerness International, which was based in Germany at the time, but it turned out my timing was perfect.
In those early days, how did you imagine sneakerness evolving? Did you envision it becoming the platform it is today?
Back then, these events were essentially marketplaces, and that’s why I felt compelled to get involved. I had been traveling across Europe to attend events like Sneakerness, Crepe City, and Sole Bloc, always accompanied by one of my best friends. Every time we returned, we’d reflect and say, “Yeah, it was cool, but…” Don’t get me wrong, it was great. You had the chance to buy shoes, especially those rare pairs you couldn’t find elsewhere. That was the main attraction at the time: the thrill of discovering something unique. It was also amazing to meet like-minded people, often individuals you’d only known through online forums or Facebook groups. Running into them in person was a highlight.
But even for someone deeply passionate about sneakers, after an hour, maybe an hour and a half, you’d pretty much seen everything. You’d browsed all the stands, checked out all the shoes, and that was it. In my mind, I saw so much untapped potential. It could be so much bigger. Street culture is about so much more than sneakers. With that in mind, I envisioned adding elements that would expand the experience. I had a background as a graffiti artist, I’d been painting for quite some time (though I’m no longer active). When we started Sneakerness, I was still painting and could immediately see how incorporating live art could elevate the event. I also loved breakdancing, good music, exhibitions by customisers, and other creative expressions. And then there was the sports side: street soccer, street basketball, skateboarding.
I knew that if we could combine all these elements, the event would appeal to a much broader audience—not just hardcore sneakerheads. Back then, about 10 years ago, sneaker culture was still incredibly niche. At our first event in Amsterdam, we had about 3,000 visitors. Looking back, 95% of them were men, aged between 18 and 25. The remaining 5% were, frankly, the girlfriends who had tagged along. I believed that by diversifying the event and adding these new dimensions, we could attract a wider audience. At the time, there wasn’t anything quite like it. I also saw an opportunity to grow the event’s content. what people could do and see when they arrived. I was confident this would draw a bigger crowd.
Of course, it helped that sneaker culture itself exploded over the years. The hype around sneakers undeniably contributed to our growth. But I firmly believe that introducing these additional elements—live art, music, sports, and more—was key to making Sneakerness an experience that resonated with a much larger and more diverse audience.
From attendee to CO-CEO, your journey is truly remarkable. What qualities or values do you think have been instrumental in this transformation?
For me, the most instrumental quality has been my unwavering commitment to thinking from a visitor’s perspective. This mindset has guided every decision we’ve made and continues to do so every day. I didn’t enter this business with the goal of making money or achieving a title. My motivation was simple: I wanted to help create better events, ones that I personally would have loved to attend. That principle remains at the core of everything I do.
One of the key values that has shaped my journey is empathy, understanding and prioritising the experience of others. Whether it’s deciding on programming, ticket pricing, or event logistics, I constantly ask myself: What’s in it for the visitor? Are they getting proper value for their €15 ticket? Will they leave the event feeling like it was worth their time and money? How can we make the experience so enjoyable, so engaging, that they want to stay longer and come back next time? These questions drive me because I know that creating an exceptional experience for attendees is what ultimately builds trust and loyalty.
Adaptability has also been crucial. Over the years, I’ve witnessed how rapidly event culture and audience expectations evolve. What worked a decade ago doesn’t cut it today. This is where vision comes into play, I’ve always aimed to stay ahead of the curve. When I first started attending events like Sneakerness, I saw their potential but also recognized their limitations. Back then, events often felt like simple marketplaces. They were cool, yes, but after an hour or two, you’d seen everything. I believed there was an opportunity to elevate these events by integrating elements of street culture, graffiti, breakdancing, live art, customisers, street sports like soccer and skateboarding, and of course, great music. This vision not only broadened our audience but also transformed the event.
As CEO, you oversee multiple countries. How do you balance the unique cultural nuances of each sneak and its identity?
That’s something we had to learn the hard way, and it’s why working with local license holders has been such a successful strategy for us. In the past, we tried to organise multiple Sneakerness events on our own, and it wasn’t easy. For example, we ran Sneakerness London twice without a local partner, and we took over Sneakerness Paris for one year. It was incredibly challenging. The difficulty came down to a few key factors: we didn’t have the necessary network in those cities, we didn’t know who the best suppliers were, and we weren’t fully in tune with the local sneaker communities or their preferences. Sneaker culture can vary so much from place to place, and not understanding those nuances made it tough for us to deliver the kind of event people expected.
Milan and Athens are great examples of how working with local license holders changes everything. When the Athens team approached us, they pitched some ideas that, even with all our experience, made us skeptical. For instance, they wanted to run a three-day event starting on Friday. We had tried Friday events before, like pre-parties, and they never really worked for us. They also proposed opening hours from 12 p.m. to 12 a.m. We thought, “Wow, those are long days! Are people really going to stay that late?”
But the results proved us wrong. I was there that weekend, and even late on Saturday night, people were still buying tickets. At 11 p.m., new visitors were coming in. It was incredible to see how well it worked because they understood their market better than we ever could. That experience really underscored the importance of working with local teams who know their city, their audience, and their culture inside out. In Europe, the differences between markets are significant. What people want to see, the kind of footwear they’re into, and whether the focus leans more towards fashion or hardcore sneaker culture, all of this varies from city to city. America, by contrast, feels more unified in its trends. It’s a market that often sets the global tone, with bigger, overarching trends that resonate nationwide.
Europe, though, is much more localised. Even within a single country, there are regional differences that can shape what works and what doesn’t. That’s why the license holder model works so well for us. By partnering with someone based in the region, who truly understands not just the country but the specific city or region—we’re able to tailor each event to its audience. It’s a collaborative approach that ensures the event reflects the local culture while benefiting from our broader experience and resources. And for me, that’s the most exciting part: seeing how these partnerships can adapt and evolve the concept of Sneakerness to resonate with each unique community.
You’ve worked with close friends and trusted collaborators throughout the years. How do you maintain a balance between friendship and business?
It’s not always easy, but I feel fortunate. I can’t think of any examples where relationships were damaged, at least none that come to mind. I’m not sure if that’s because I’ve been good at picking the right people to work with or if it’s just a stroke of dumb luck. Either way, I consider myself lucky to have been able to collaborate with so many friends over the years. Of course, being 46 might play a role in this. Many of these friends have been in my life for a very long time, so by now, I have a pretty good sense of who I’m dealing with. I also understand which friendships work well in a professional context and which ones don’t. With some friends, working together on something like this just isn’t an option—and that’s fine.
At the same time, I’m constantly thinking about the future: where to take the events next, how to remain true to ourselves and the audience we’ve built, and how to evolve without losing our identity. Right now, I’ve never been this excited about Sneakerness. I’ve always been passionate about it, but something feels different at this moment. It’s a combination of factors, the way the market is changing, the way we’re growing, and some really exciting opportunities coming our way.
This excitement also stems from the experience we’ve gained over the years. We now understand how to scale the events in ways we couldn’t before. Next year, we’re looking at potentially hosting 10 events, maybe even more. That level of growth simply wouldn’t have been possible when we were managing most of the events ourselves. There’s a natural limit to how much you can take on as a small team. Now, with our license holder model, we’ve unlocked a new level of efficiency and creativity. These partnerships not only allow us to expand but also bring fresh expertise to the table. It’s been amazing to see how much we can learn from our license holders and how they inspire us with their local insights and ideas.
What’s particularly cool is that these license holders also attend other Sneakerness events to gather inspiration. They see what works in one city and think about how they might adapt it for their own markets. For example, they might see something unique at one event and decide to implement it next year in their own region. This exchange of ideas and inspiration is one of the most rewarding aspects of this new way of working, and it’s a big part of what makes me so optimistic about the future of Sneakerness.
You’re expanding into some new cities, opening some groundbreaking activations. Can you share any sneak peeks into what we can expect for 2025?
City-wise, we’re still finalizing details on when we’ll release the news. I need to check to determine the best timing. But, of course, we’re super excited about the upcoming launches in *REDACTED* three new cities on the map. That’s incredible. It feels surreal to be adding these locations, and if all goes well, we’re hoping to bring Paris back into the mix next year as well. Exciting times ahead!
On Friday, I’m meeting with an agency. They specialise in creating what they call “game plans,” and I think this will be a significant step forward for us. The idea is to create strategic plans on two levels. First, we’ll start with a game plan for our local events. The second level will involve creating a game plan for Sneakerness International. This broader plan will help guide the growth of the brand as a whole. The agency has a unique way of approaching these strategies. They don’t just create visually appealing documents, they build comprehensive plans that demonstrate real, actionable opportunities for brands to work with us.
We’re not just showcasing what Sneakerness is today. We’re inviting brands to be part of what Sneakerness is becoming. It’s about presenting a bigger picture, one that excites them and inspires them to collaborate with us on a deeper level. I think this process will be a game changer for how we engage with partners. It’s one thing to share a fact sheet; it’s another to present a well-thought-out, visionary roadmap that brands can see themselves contributing to. I’m confident that these game plans will help us take Sneakerness to new heights, both in our events and in the ways we connect with the global sneaker community.
What role do you see Sneakerness playing in fostering connection between talent brands, the community and people?
In Amsterdam, we’re already incorporating many of these elements, and with the support of brands, we can elevate them to an entirely new level. One of the things I cherish most about my role is the opportunity to provide a platform for local talent. We work with an incredible array of illustrators, photographers, DJs, dancers, fashion designers, and entrepreneurs. It’s amazing to see how, with just a little support, these young, talented individuals can truly thrive.
What I find most rewarding is being able to give them that initial push, just enough to help them take off. Watching someone go from the starting line to soaring heights is incredible. For example, with young fashion designers, I make a conscious effort to scout fresh talent—those kids who might still be under the radar, working quietly on their craft. Often, Sneakerness becomes their very first public platform.
These are young creatives who may have a small Instagram page or a tiny shop but are still in the early stages of their journey. What’s so exciting is seeing how Sneakerness can act as a turning point for them. They showcase their work at the event and suddenly realize, “Hey, I’m onto something here. People genuinely like what I’m doing.” That validation gives them the confidence to take their ideas more seriously. From there, you can see a transformation. They start investing in better tools, refining their craft, and pushing their creativity further. It’s a pivotal moment where they shift from being hobbyists to envisioning a sustainable career in their field.
This is something I’ve wanted to highlight for a long time. There are so many inspiring stories we can tell about the people who’ve been part of Sneakerness in their early days. These are individuals we gave a little push to, and when you see where they are now, it’s genuinely impressive.For me, these success stories are the heart and soul of what we do. It’s not just about sneakers or the event itself—it’s about fostering a community and empowering people to reach their potential. Knowing that Sneakerness can play even a small role in someone’s journey is incredibly fulfilling and motivates me to keep pushing forward.
How do you measure the success of sneakiness beyond attendance and the numbers? What for you is success with the brand?
For me, measuring the success of Sneakerness goes far beyond attendance figures or revenue. Of course, those metrics are important, but what truly defines success is the feeling and impact the event creates, not just for the visitors but for everyone involved. Success often comes down to specific moments, those instances when something clicks, and I think, “Wow, this is what it’s all about.”A great example is when I attended Sneakerness Athens. Throughout the year, we had been in close contact with the team there, guiding them, sharing knowledge, and helping them get up to speed in any way we could. But in the two weeks leading up to the event, I realized something strange, I hadn’t spoken to them much. A few emails, a couple of WhatsApp messages here and there, but nothing like the constant stream of calls and updates we’d had earlier on.
That made me nervous. It could mean one of two things: either they had everything under control and didn’t need our help anymore, or they were overwhelmed, hadn’t sold many tickets, and were completely stressed out. I wasn’t sure what to expect. When I arrived at the venue, though, my worries vanished. As I approached, I saw the first big banners and the way the entrance had been designed. It looked promising. And when I stepped inside, I immediately felt it—this was Sneakerness. It had its own unique flair, its own local identity, but it still carried the essence of the brand.
That’s what success feels like to me: when you can entrust a team with something as personal as Sneakerness, let them make it their own, and still walk into the event and feel, this is it. It’s not about copy-pasting the same formula in every city. It’s about allowing each team to interpret Sneakerness in their own way, while still delivering an experience that aligns with our values and vision.So for me, success is when the brand resonates beyond the numbers. It’s when the visitors leave feeling inspired, when young talent gets a platform to showcase their work, when local teams step up and exceed expectations, and when the event continues to evolve while staying true to its roots. That’s what drives me—the ability to create something meaningful, something that connects people and celebrates culture in its most authentic form.
Could you share in one memory interaction with an attendee or something, or somebody who’s been a vendor that stuck with you throughout the years?
There are so many amazing people I’ve met through Sneakerness, and one story that really stands out is about a young photographer named Nikki. It highlights the platform function of what we do and how we can make a difference in someone’s life. It was only four or five years ago when I stumbled across her photos on Facebook. I’ve seen thousands, maybe tens of thousands, of sneaker shots—on-feet photos, product photography, you name it—but something about her work stopped me in my tracks. Her pictures had this incredible quality, a unique perspective that really stood out.
Curious, I tracked her down through Facebook Messenger and reached out. That’s when I discovered she was only 16 years old and had been doing photography for just three months. She had gotten her first camera from her grandmother and had been teaching herself. I was honestly blown away. At first, I had a hard time believing it, her work was that good. I told her how impressed I was and said, “I’d love for you to come to Sneakerness and be part of it. Just come to the event, take some photos, and have fun.” But she was super young, shy, and very introverted. She told me, “I’m not ready for that yet. Let me practice a little more and build my confidence.”
I encouraged her, saying, “Look, you don’t need to worry. We already have an official event photographer, so there’s no pressure. Worst case, your photos don’t work out, and that’s fine—we’ve got it covered. Just come, enjoy the weekend, and see how it goes.” What’s funny is that a few years earlier, I had found our event photographer in a similar way. He was from Germany and had come to a Sneakerness Amsterdam event as a visitor. Afterward, he posted some great pictures on his blog. I found them while searching for articles about the event and was so impressed that I reached out to him. I told him, “These pictures are amazing. Can I use them? I’ll credit you, of course. And I’d love for you to be our official photographer next year.” He ended up working with us and even landed some gigs with brands like Foot Locker through those connections.
But when Nikki sent me her photos from the event, I had a bit of a dilemma. Her pictures were so good, better than I could have imagined, that I thought, Uh-oh, we have a problem. I wasn’t sure how to break it to our team that Nikki, who was just starting out, had already surpassed our work. For the next event, I approached her with a new idea. I said, “I love your work. Let’s do an exhibition.” She was hesitant again, she’d never done anything like that before and felt it was way out of her comfort zone. But I reassured her, “Don’t worry, the team will handle everything. All we needed is to select 10 to 15 of your best photos. We’ll take care of the printing, the setup, everything.”
I managed to get a small sponsorship deal with an online camera shop to help fund the exhibition. We built a beautiful display wall, printed her photos in large formats, and showcased them at Sneakerness Rotterdam. It was a huge hit. StockX was our presenting partner at the time, and their general manager, Derek, was there. He saw her photos and was floored. They bought some on the spot. That moment was a turning point for Nikki. She sold a few of her prints to StockX, and if you visit their UK office today, some of her work is still hanging on their walls. Through that connection, she began getting jobs with StockX, Foot Locker, and other brands.
Fast forward to today, 2024, and Nikki is now 21 years old and absolutely killing it. She’s traveling the world, shooting for Formula One, working with some of the biggest hip-hop icons, and producing phenomenal work. She’s come so far from that shy 16-year-old with a new camera. I couldn’t be prouder of her. I honestly believe that if she wants to, she could become one of the best fashion photographers in Europe. Watching her journey unfold has been one of the most rewarding experiences of my career. This is what Sneakerness is all about, giving talented people a platform, that little push they need, and then seeing them soar.
If you would give your advice to your younger self attending a sneakiness as a fan, what would you say?
Yeah, I mean, we would absolutely love to see more people getting involved. There are always plenty of opportunities, but I think most people don’t realise it. Speaking from my own experience, just offering your help, simply reaching out, isn’t something that happens often, but when it does, it’s incredibly appreciated.
Take Sven as a perfect example. He started out attending Sneakerness as a visitor. Later, he participated in the art gallery as an illustrator, selling his art prints. After that event, he sent me an email, and I remember him saying, “I love the event and being part of the art gallery, but I think there are a few things that could be improved.”
Now, I already knew there were plenty of areas in the gallery that could be improved. The art gallery was something I had created myself, drawing from my background as a graffiti writer and my connections with illustrators and graphic designers. But over the years, as the event grew, I had less and less time to curate it properly. So when Sven reached out with a detailed overview, suggestions, ideas, and even potential solutions, it was like music to my ears.
This is exactly what I value in people: that proactive mindset. He didn’t just point out issues; he offered solutions. And because of that, Sven basically became the curator of the gallery overnight. From that point on, he took charge, continuously improving the gallery year after year. He brought in fresh ideas, new artists, and really elevated the whole experience.
As we spoke more often, Sven brought up another area where he thought he could help. He said, “I have some thoughts about Sneakerness’ social media. I like what you’re doing, but honestly, I think it could be better.” And he was absolutely right. At the time, I was still managing social media myself, and while I was aware that it had room for improvement, I simply didn’t have the time to focus on it.
Sven offered to take a look, analyse the current approach, and write down his ideas. That kind of initiative is rare, and it’s exactly why he’s now part of the team. His contributions didn’t stop with the gallery, they extended into social media and beyond. The point is, there are always opportunities to work with us if you’re willing to step up. Whether it’s improving something we already do, offering a fresh perspective, or coming up with completely new ideas, we welcome that kind of energy. I’d really like to emphasize this: if you’re passionate about what we’re doing, there’s always room for you to get involved.
As we look at the next chapter for sneakiness, what can the community be excited for in the next upcoming years?
I truly believe we’re going to raise the bar on the event side. I’m confident we’ll introduce a few unexpected surprises that will make a significant impact. We have so many ideas to enhance the event experience, but the reality is that these improvements require careful planning. We need to stay realistic; you can’t double or triple attendance overnight.
It’s a classic chicken-and-egg situation. Better content at the event will attract more visitors, and with more visitors, we generate the revenue and visibility needed to reinvest in the event, creating a positive cycle. I genuinely believe that in the next few years, we’ll execute some significant plans that will elevate the entire Sneakerness experience.
Take, for example, the art galleries in Amsterdam and Rotterdam or the breaking-related activities. These projects are largely funded out of our own pockets, which naturally limits how much we can invest in them. That’s why I’m so excited about the opportunities ahead. With the right support and partnerships, we’ll have the resources to deliver truly transformative experiences. Ultimately, when we succeed, everyone benefits. Visitors will enjoy a richer, more memorable experience, and it’s a win-win for all involved.
