For me, the best business ideas start with solving a problem. If you do that, long-term success tends to follow. Back at the beginning I wasn’t thinking about business, I was just pissed off. I had just bought a pair of fake sneakers. That moment made me stop and think, What the fuck? I couldn’t be the only person getting scammed without a way to protect themselves. I guess that frustration was the thing that sparked platforms like eBay and the authenticity movement. But my thought was why not create a sneaker marketplace, a curated space where collectors and resellers could sell authentic pairs in person?
I kept it simple. At the time, I was working at a bar, organising night events, so I figured, Events are fun. I rented a space, set up some tables, and reached out to sneakerheads who I knew sold legit pairs. And just like that, the idea for Sneakerness was born. Word spread quickly. Before I even hosted the event, Nike Switzerland called me. They had heard rumours about a sneaker event, something about sneakers, brands, and culture. I thought, Wait… what? We haven’t even done the event yet, and brands are already reaching out? To cut a long story short, in 2008, we pulled everything together and launched the first-ever Sneakerness in Bern, Switzerland. We expected around 500 people, but when the doors opened, 700 were already lined up. By the end of the day we had around 1500 people come through, it blew our minds. That’s when we knew we had to do it again.
Vienna called next. Someone had filmed the event on what was probably an old Sony Ericsson, and even through the grainy footage, you could tell it was something special. If you look on YouTube today, you can still find clips from Sneakerness Bern. Vienna wanted in, so we took it there. And from there, it just snowballed. We expanded to Amsterdam, London, Long Island, and beyond. Berlin was one of the first stops in that lineup. Looking back, it still feels surreal.
So the idea initial was just sneakers, how did it grow from there?
It wasn’t just about the resellers, brands and shops played a huge role too. A reseller bazaar was a good start, but I wanted something bigger, something that felt like a true lifestyle convention. To me, that meant more than just a marketplace with traders and tables. It had to be an experience. From the moment you walked in, it needed to feel different. Eye-catching displays, exclusive product drops, incredible food, and music—whether it was a DJ set or a full-blown party. It was about more than just buying and selling; it was about bringing people together. Like-minded individuals, all connected by the same passion. From the very start, that was the energy, a collective, a real community coming together over something they love.
For me, organising event conventions is all about creating the right mix, everyone should have a place there. Of course, you can’t just have 3,000 indie brands, so it’s all about balance. That’s where having a strong team comes in, they help decide on the right mix of brands. You’ve got the core sneaker brands, like sneaker companies and sneaker cleaner brands, but then you also have non-core sneaker brands. For example, we had Swatch, or even alcoholic brands like the great collab we did with Havana Club. At the end of the day, it’s about bringing together a diverse mix from different industries, making the event dynamic and exciting. But the key is authenticity. It’s not just about a one-hit-wonder brand, it could be, but ideally, we want brands with real substance and long-term value. That’s what makes the experience feel genuine and meaningful.
So sneaker culture has gone through various phases over the years. What do you think of the current state of sneaker culture?
I’ve been part of it for 25 or 30 years. I’ve seen all the ups and downs, the new initiatives, the innovations in technology, and the shifting trends. Right now, there’s a lot of talk about sneakers being in a “crisis,” but I don’t see it that way at all. There was so much hype, so many people making crazy money off sneakers, and it was inevitable that saturation would hit at some point. That’s exactly what we’re seeing now. Instead of calling it a crisis, I’d say the sneaker game is just breathing again. Things needed to slow down a bit.
I can’t say exactly where it’s heading next. Maybe 3D printing will take off in a bigger way. Maybe more classic silhouettes like the adidas Samba will continue to dominate. There are different things happening, but the direction isn’t 100% clear yet, and maybe that’s a good thing. For a while, sneakers were at the absolute centre of fashion statements. They were the defining piece. Now, they’re still important, but the focus is shifting more towards the full outfit and overall personal expression. Sneakers now need to find their place within that larger style narrative, and to me, that’s super exciting.
Let’s be honest, the reseller game, the constant collaborations from Nike, adidas, New Balance, ASICS… it all became too much. People couldn’t keep up. You can’t buy everything, you can’t digest everything. It felt like the industry was just running in circles, always chasing the next drop. Now, we’ve hit a moment to pause, to recharge, like taking a sip of an isotonic drink to regain energy. And when the time is right, I’m sure the game will speed up again in the next few years. But for now, this moment of breathing room is exactly what was needed.
What are some of your favourite brand collaborations over the years?
There are a couple of different dimensions to this. One of the first collaborations that made me really proud wasn’t even a sneaker collab, it was with Swatch. In the beginning, we kept it simple. We worked with an existing Swatch model and added our own strap, almost like a customisation in sneaker terms. But by the second year of our partnership, we had our own watch, something fully developed from the ground up. That was really special. Even the packaging had a full Sneakerness x Swatch identity, which made it feel like a milestone. And as a proud Swiss citizen, collaborating with such an iconic Swiss brand like Swatch was one of the best experiences for me. When it comes to sneakers, one of my favorite collabs was the ASICS Passport. The storytelling behind it was incredibly strong, and the execution was just perfect. And last but not least, Havana Club. I love a good drink, and having our own bottle with our branding on it? That was just next level. Absolutely nuts.
Sneakerness attracts a lot of collectors and resellers. What’s the ideal takeaway of someone after they’ve left the event?
I want people to walk away feeling like they had a great time, maybe even finding the sneaker they were hunting for and scoring a bargain in the process. But for me, it’s really about the experience. Let’s be real, you can buy most sneakers on platforms like StockX or other resell sites, often for a cheaper price. But what makes me proud is when someone chooses to buy a more expensive sneaker at the event because they want to take home a memory. It’s not just about the shoe; it’s about saying, Hey, I was there. I was part of this moment. Whether they copped something or just hung around, it’s about being there.
It might sound a bit cheesy, but I compare it to a football match. When your team wins, you go home happy, you sleep better, maybe even a little tipsy. That’s exactly what I want for Sneakerness. Scoring a sneaker, having a great conversation, it’s like scoring a goal. Of course, not everyone leaves as a winner. Just like in football, sometimes a team has to lose, and not every deal works out. But if as many people as possible leave feeling good, that’s what matters. That’s what makes it all worth it.
How do you feel about the rise of sneaker authentication platforms and the importance of legitimacy in sneaker trading?
This is something I’ve always found super important, and honestly, I’m still a bit baffled by it. I don’t understand why major brands like Nike, adidas, or even smaller players aren’t integrating technology, things like NFC tags or blockchain—to prove authenticity. The technology exists, so why aren’t they using it? With the rise of platforms like StockX, authentication has become a huge topic. And to be clear, I’m not blaming anyone, it’s incredibly difficult nowadays to differentiate between real and fake pairs. But for me, brands are still doing far too little in this area. If they stepped up, sneaker authenticity would be much more secure. Right now, we’re relying on secondary marketplaces to verify sneakers. Of course, there are people behind it, maybe even AI playing a role, but in my opinion, the ultimate proof of authenticity should come from the brand itself, not a third-party platform.
Do you have a personal holy grail sneaker story?
Of course, my ultimate holy grail of limited sneakers is the Kidrobot Air Max 1. The way I managed to get my hands on a pair was absolutely crazy. I always told myself that if I saved up enough money from my student jobs, I’d buy the Kidrobot. Back then, it cost around $1,500, which was a huge amount, about 2,000 Swiss francs. I finally saw a pair listed on eBay, and I placed a bid. The price hit $1,500, and I reached out to the seller, explaining my situation: Hey, listen, I’m still a student, I have rent to pay, can we work something out?
Surprisingly, we struck a deal over email. I’d pay him $500 per month, and after three months, he’d send me the shoes. Imagine trying that today, you’d probably never see your money or the sneakers! Everything worked out perfectly. When the package arrived, it had everything, the stock Kid Robot Air Max 1, the keychain, the insoles, the original box, everything in mint condition. I can’t remember if it came from Asia or the U.S., but the fact that I just sent money to a total stranger for such a high-value sneaker and it actually worked still blows my mind. And to this day, I still own them, and still wear them. That pair is my baby, the absolute crown jewel of my collection.
How’s the preparation for Sneakerness 2025?
This will be our biggest tour yet, we’re expanding to a new continent: Latin America. We’ll be announcing the city soon, and that makes me incredibly proud. Being number one in Europe is already an achievement, but taking Sneakerness beyond that is a huge milestone. It’s a testament to the hard work of everyone involved in our events, and it gives me even more confidence in what we’re building.
This year, as sneaker culture continues to evolve alongside fashion, we need to refine our approach, especially in cities where we’ve been hosting Sneakerness for over 16 or 17 years, like Zurich, Rotterdam, and Amsterdam. These established locations require fresh ideas to keep things exciting. Meanwhile, newer cities like Milan, Budapest, and Athens bring a different kind of energy, still in their early stages of growth. Balancing both is a challenge, but it’s also an opportunity to push boundaries and redefine what we do. It won’t be easy, but I’m confident we’ll make it happen.
What plans do you have for expansion?
That’s honestly a tough question because in an industry like sneakers, especially with a younger target audience, planning five years ahead is unpredictable. Things move fast, trends shift, and what works today might not work tomorrow. For me, it’s about taking things step by step. The focus is on making this year’s tour great, then using that momentum to plan an even bigger one next year. Of course, expansion is always in the conversation, but it’s not the main driver. What matters most is protecting what we’ve built, evolving it naturally, and making smart, sustainable moves rather than just rushing into 10 new cities for the sake of growth.
Sure, having more locations sounds exciting on paper, but if you lose sight of the foundation, you end up caught in a hamster wheel, constantly chasing scale instead of nurturing the essence of what made it special in the first place. So for me, it’s about strategic, sustainable growth, making wise decisions each year, ensuring every step we take adds value, and staying true to the culture we’ve built. Of course, business books and theories tell you to map out five-year plans, and sure, having a vision is important. But in reality, it’s about adapting, evolving, and growing with intent, not just for the sake of it.
Finally, if you could bring one person or brand to Sneakerness who would you work with and why?
That’s a tough one, but I’d say the person who really inspires me is someone like Ronnie Fieg. We’re around the same age, and I’ve watched him grow into the guy when it comes to sneaker fashion culture. Seeing his journey and how he’s built something so influential is definitely inspiring. Of course, you could technically book him for a talk if the money is right and he’s interested, but actually collaborating with him on a project, something he doesn’t have to do but chooses to because he believes in it, that would be a real achievement for me. That would be one of my proudest moments, no doubt. Whether it happens or not, I’m good with it. But just the idea of working with someone like that, someone who has shaped the space in such a big way, is definitely a goal worth aiming for.
