Allow us to introduce Randy Vuillemenot, better known in the sneaker world as Rmaxplus. From a young age, he displayed a natural curiosity and creative energy, despite not coming from an artistic background. His journey is one of self-discovery and passion, which ultimately led him to become a unique voice in sneaker culture. Randy’s love for sneakers began during his middle school years, inspired by his involvement in BMX Freestyle, where Nike SBs and Vans dominated the scene. Over time, his fascination with sneakers grew into something much deeper. What sets Randy apart is his ability to bring sneakers to life through his photography and storytelling. Known for his cinematic approach and vibrant style.
Today, as Rmaxplus, he continues to inspire through his photography, his love for Air Max silhouettes, and his tireless dedication to sharing and growing sneaker culture. Whether through his personal collection, creative projects, or collaborative efforts, Randy is a true ambassador for the world of sneakers.
1. Can you tell us a bit about your background? What started your passion for sneakers?
I was born on September 17, 1998, in France, in the 78 area near Paris. I grew up in a middle-class family with three brothers. My father works as an electrician, and my mother is a cleaning agent. While we weren’t wealthy, my parents’ hard work ensured that we never lacked anything at home.
Academically, I earned a high school diploma in Science, Technology, and Sustainable Development. However, my artistic journey has been entirely self-taught, as no one in my family is an artist or has any connection to the arts.
My interest in sneakers began during middle school when I was passionate about BMX Freestyle. At the time, most riders wore either Vans or Nike SBs, and their influence quickly rubbed off on me. What made Nike SBs particularly appealing was their affordability at Nike Factory stores. For just €40–50, you could pick up a pair, and with frequent discounts, it was possible to walk away with 2–3 pairs for only €80–100—an incredible deal!
After high school, my sneaker journey evolved. Once I started earning my own money, I had the freedom to buy what I truly wanted. I eventually moved on from BMX, shifted away from Nike SBs, and began gravitating toward street-style sneakers that suited my everyday life.
2. Were you always interested in Air Max and footwear, or did this come later in life?
My very first pair of Air Max, which I was incredibly proud to own, came before all the hype, around 2016/2017. It was a pair of Air Max 98s in collaboration with Supreme, which I purchased for €250. At the time, it was the most I had ever spent on a pair of sneakers, but I was completely captivated by the Air Max 98 silhouette. My roots as a BMX rider made me fall in love with the design and attitude of the shoe.
That purchase marked the beginning of a deeper dive into the world of Air Max. I started following Air Max-focused groups, where I discovered a vast and exciting universe of different models, collaborations, and colorways.
After that first pair, I couldn’t stop. My second purchase was a Triple Black TN, quickly followed by a TN Smoke—and then another, and another, and another. It became a passion that just kept growing!
3. How has sneaker culture impacted your life personally and socially? Have you met any close friends through collecting?
I really got into collecting sneakers with my friends, especially Daniel Dias. We became completely hooked—buying 2 to 5 pairs a week, mostly second-hand, which made it easier to get so many. Sometimes, I’d fill the entire trunk of my old car with packages I had to pick up from the post office. It was a game between us to find sneakers the other didn’t know about. It was such an exciting time! After COVID, we started Bubblemax, where we bought and resold sneakers. That’s when I was able to get my hands on even more pairs. Between Daniel and me, we had about 1,000 to 1,500 pairs, including different models like Air Max 1, 360, 97, 98, Tailwinds, Zooms, Triax, Dunks, hybrids, and lots of TNs, plus some vintage pairs. We mostly bought sneakers we liked. Often, we invested more money than we made, but it wasn’t just about selling. It was about finding less popular pairs, buying them for a good price, cleaning them up, and giving them a second life. We wanted to bring attention to sneakers that were underrated. We truly believed these shoes deserved to be worn and appreciated. Our goal was to show people that certain pairs weren’t just cool because of hype—they were amazing because of their design and history.
Recently, we created a Discord group with friends and followers, and I’ve even met some of them in person. But since we all live in different cities, it’s tough to meet up unless there’s a big event where we can all gather. I’m excited to see more sneaker events happening in France because it’s something our sneaker culture really lacks. But more than that, these events bring people together. That’s the power of sneakers: they unite us. Sneakers have also been a personal part of my life. They’ve allowed me to express the image I want to project and helped me feel more confident in myself. They’ve given me a sense of comfort, and I think that’s important to share. In a way, I feel like I’ve found something that truly fits me. Even though sneakers are a way to hold onto something, the connections they create between people are so strong that I wanted to be part of that world.
4. The sneaker community has grown tremendously, with social media and reselling changing the landscape. How do you feel about the current state of the sneaker world?
I really like what’s happening in the sneaker world right now. After the rise of sneaker culture, everyone has managed to find their place and figure out what brands and styles they connect with the most. Social media has played a big role in that shift. It’s much faster for a sneaker to gain hype now, often thanks to a single viral video. But in a way, it’s not all that different from the past. Back then, when a celebrity appeared in a magazine wearing a particular pair, it created the same kind of buzz.
For me, reselling plays a significant role in the sneaker world. It helps keep a brand alive even after the product has been sold out in stores. Reselling gives sneakers a second life, and I think that’s something really positive. In the past, we faced issues with not enough stock for new releases, but now, things have changed. We have too many pairs, and it feels like there’s a need for some adjustments to better match trends, hype, and demand. For years, we were led to believe that we absolutely had to buy a pair on the first day, or it would sell out. But now, you can still find the same pair months or even years later, often at a discount of 20–30% just two weeks after its release. This shift can feel a bit inconsistent.
5. Your work often features a unique blend of style and storytelling. How do you approach a project, and what’s your creative process like from concept to final product?
I think my signature when it comes to creating is my ability to adapt my environment to the sneakers I photograph. With experience, and especially after having the chance to shoot in many different locations, both indoors and outdoors, I’ve developed a clear vision of how things could look even before everything is set up. It’s a blend of planning and instinct. I really enjoy creating a folder of visual inspiration, where I gather images that catch my eye—ideas for colors, poses, and locations. Once that’s done, I pick a spot I like, and that’s where the magic happens.
Often, by the time I’m on location, I already have a good idea of how the final images will look, which makes it easier to adjust poses, lighting, and angles. The process feels natural, but there’s also a lot of intentionality in how I approach the shoot. When it comes to editing, it varies. Sometimes I jump right into it, while other times, I let the images sit for a few days before returning with fresher ideas and a new perspective. This space between shoots and edits helps me avoid getting too stuck in one approach.
For gear, I always carry two cameras, portable lights, a tripod, and a folding chair to make things easier. (I won’t lie—my bag weighs about 200kg!) But, all the gear is essential to help me achieve the look I envision. As for the final image output, everything is tailored to match the sneakers and the environment. I love it when the composition feels cohesive. Nothing is left to chance – everything is carefully planned, yet there’s a spontaneous energy in the execution.
Over time, I’ve discovered the elements I value most in my images: an excellent emphasis on the sneakers and intense, vibrant colors. These two aspects really define the aesthetic of my work and are what I focus on to bring each shot to life.
6. Do you have any mentors, idols, or people in the sneaker world who inspired you along the way?
When I first started, there were very few people who identified as “sneaker photographers.” I’d say that this concept has developed over time. One name that comes to mind from my early beginnings is Needlehorse. When I was just starting to think about photographing sneakers, he was very active and had a significant influence on how I approach photography today. He had this timeless yet modern style that I found absolutely amazing—my eyes owe him a lot!
I also have other names that I think might surprise you. They aren’t necessarily photographers, but they’ve had a huge impact on my art. These would be Dev Madan (Art Director of Sly Cooper) and John Wu (Art Director & Concept Artist of Ratchet and Clank). Their cinematic approach, with visuals that are colorful, dark, and sometimes vibrant, laid the foundation for what I aim to convey visually. They shaped the aesthetic rendering I want to showcase through my photos!
7. What role do you think sneakers play in expressing one’s personality or style?
For me, everything revolves around the sneakers, and then I build my outfit around them. I imagine that sneaker fans would do exactly the same! Sneakers are always the starting point, and the rest follows from there. It’s the foundation of personal style.
In my opinion, a pair of shoes can completely reveal someone’s personality. Take, for example, someone who always keeps their sneakers spotless and perfectly clean versus someone who’s been wearing the same pair of white Air Force 1s for years without cleaning them—there’s no way we’re living in the same world! The way you take care of your sneakers speaks volumes about who you are and how you present yourself.
I also believe sneakers have probably helped a lot of people feel more confident in their own skin. When you know people are paying more attention to your sneakers than to your body or clothes, it gives you a sense of freedom in public. You can feel more relaxed and less self-conscious. For me, sneakers give me a sense of value, and I feel much better about myself because of it. I truly hope others experience the same feeling of confidence that I do.
And let’s not forget the anxiety that can come with not wearing the perfect pair when you have to go out and meet people. That’s a real struggle! There’s something about making sure your sneakers are on point that can make or break your confidence for the day.
8. When you’re not wearing Air Max, what other footwear brands or types do you enjoy?
I only fell in love with Puma very recently. I had already been drawn to the initial visuals when the Puma Inhale was announced for its big comeback. For me, it’s the perfect balance between visually aesthetic sneakers, a super reasonable price, and a wide variety of options. Puma collaborates a lot with different artists and brands, and their partnership with ASAP Rocky is just incredible. As someone who’s into cars, racing games, and drifting, I couldn’t be happier with Puma’s direction!
Thanks to my best friend, Daniel, I also own a few pairs of Reebok Instapumps. It’s his all-time favorite sneaker, so I just had to add a few pairs to my collection. I couldn’t resist!
9. Your photography captures sneakers in a way that feels almost cinematic. How do you approach shooting sneakers to make them stand out as more than just footwear?
For me, I really love the idea of conveying an attitude through my photos. The word “attitude” perfectly reflects the mindset I want to share when I photograph a sneaker. It’s not just about the shoe itself but how it serves as an accessory to your personality.
Sometimes the vibe is vibrant and pop, while other times, it’s darker and more mysterious. I believe that if you pay attention to the details, you can truly sense the emotions I was feeling at the moment the photo was taken.
Ultimately, I’m quite the romantic when it comes to photography. I love giving meaning to the images I create, and the cinematic feel you might notice probably comes from my desire to tell a story—a small moment—that gives structure to my photographic series.
10. The sneaker market has become huge for reselling. Do you think this has changed the spirit of sneaker collecting?
For me, reselling has always been a natural part of the sneaker landscape—it’s similar to the world of video games. The prices are so high that trading, buying, and selling have always been integral aspects of the community.
However, big industries often fail to understand this dynamic. They want us to buy directly from them, rather than trading among ourselves, so they can maximize their profits. The result? People turn to other brands, fewer fans remain loyal, and their products lose value.
One company that truly understands this is The Pokémon Company. They’ve fully integrated buying and reselling into their ecosystem, and the results speak for themselves: a strong and loyal fanbase, regular customers, and a product that thrives over the years—even across generations!
11. How do you think sneaker brands could better serve true collectors in a world where hype and reselling often dominate?
In my humble opinion, a true collector is also someone who engages in reselling. Hype plays a big role in bringing in people who aren’t necessarily fans but still contribute to the brand and purchase products. For me, brands should be more involved in the lives of collectors by hosting accessible events, offering attractive prices, and releasing products that are genuinely worth buying. Most importantly, they should bring back iconic products regularly—but do it right. This means avoiding unnecessary modern twists or changes that completely distort the original design.
I also believe that hype is crucial in our industry. Let me give you a simple example: imagine you’re hoping for a specific model to make a big comeback. A major brand listens and makes it happen. But in the end, no one buys it… Why? Because of poor communication, too much stock, or perhaps the chosen colorway wasn’t appealing enough to get people excited.
Often, it’s through reselling or collaborations with hyped brands that a model gains traction. Take the Tailwind, for example. Its comeback was highly anticipated, but the initial colorways didn’t capture attention. However, the model was able to thrive thanks to a collaboration with Skepta on the Tailwind 5. The hype from that collaboration sparked interest in other models, and even led people to explore similar pairs!
12. Do you have any favorite apps or tools for enhancing your sneaker photos or creating graphic designs that you swear by?
I’ve been using Photoshop daily for 15 years. I started with it back in the days when it was all about making YouTube banners, profile pictures, and 3D dubstep intros. Looking back now, I realize that turning 30 is approaching faster than I expected!
If someone wants to get into pure photography, Lightroom is more than enough. But as you progress and want to do more advanced edits or even dive into photo composites, Photoshop is the tool you’ll need.
So, this is what aging feels like?
13. What are your thoughts on NFTs and digital collectibles – do you think they have a place in the sneaker world?
Sneakers have always been products that were consumed by working-class and middle-class people. I don’t see why items that only benefit a small minority of wealthy individuals should have a place in a culture where shoes are meant to belong to real life.
And let’s not even get started on microtransactions that allow you to customise your character’s outfit or colour. Back in the day, customizing your character was earned through hours of gameplay. Now, it’s all about who has the most money to afford a “stylish” avatar in a game that will be outdated in just 2–3 years. Meanwhile, a pair of sneakers in real life can last you many more years.
14. If you could advise on designing the perfect Air Max sneaker, what would you suggest?
It would be great to see a return to gradients and vibrant color schemes, which is great to see. We also need more concepts that include special OG box sets to add even more value and nostalgia to the release.
15. Are there any new brands, designers, or emerging trends in footwear that you’re keeping an eye on?
I haven’t had the chance to grab any pieces yet, but the French brand Tern, created by Maxime from Forevervacation, is definitely one to watch. It’s a label built around the concept of the internet, blending references and innovative designs. As someone who grew up in the internet age, from Skype wizzes to today, I’m absolutely in love with everything they create. A special shoutout to their collaboration with WinRAR on a jacket and bag – can you believe it? WINRAR!!!
16. Are there any personal sneaker goals you’re currently working toward?
My goal is to work for a major sneaker brand as a photographer – why not Puma? It feels like all the spots are already taken, and no one has really shown interest in or recognised the potential in my photos… but I remain very positive about the future. I would love to bring my photographic vision to sneakers and introduce new ways of communicating about the models. I truly believe I could be a major asset.
17. What’s one thing you want to accomplish in the next five years?
I’d love to create a recurring sneaker meet-up event, like back in the day, with guests such as sneaker designers, artists connected to sneakers, resellers, and, most importantly, a space where people can share their passion over a drink and sneakers. I don’t know where, when, or how I’d like to make this happen yet…
