How The Sole Supplier’s Founder Built Nike’s Top UK Partner

Описание: What does it take to build one of the UK’s most influential sneaker platforms from scratch?

In this episode of Marketing In The Madness, Katie Street is joined by George Sullivan, founder and CEO of The Sole Supplier, for an unfiltered conversation on building a business that’s as much about community as it is about commerce.

What started as a sneaker obsession in a spare bedroom has grown into a full-funnel ecommerce powerhouse, partnering with industry titans like Nike, adidas, UGG, and outperforming retail giants like JD Sports in organic search. George’s journey from working in NHS recruitment to leading a thriving digital brand offers an inspiring masterclass in entrepreneurial grit and marketing innovation.

Tune in as George gets real about:

→ How he went from NHS recruitment to partnering with brands such as Nike and Adidas
→ Nearly losing it all (twice) and what it taught him about leadership
→ Why human-first marketing (not AI) is the future of ecommerce

Whether you're a marketer, founder, ecommerce leader or just sneaker-obsessed, this episode is packed with practical insights on brand building, resilience, and what it really means to lead with purpose in a fast-moving, tech-driven world.

Chapters:
0:00 – The Sole Supplier Origin Story
5:00 – Building the Ultimate Sneaker Platform
10:00 – Growth, Burnout & Harsh Lessons from the Top
15:45 – Decisions, Instinct & Gut Health
22:00 – ADHD, Energy & Optimising for Founder Longevity
29:00 – The Full-Funnel Power of Content-Driven Commerce
33:00 – How To Spot a Trend
37:30 – Social Commerce is Eating Retail—Fast
44:30 – Human-First Marketing in the Age of AI
48:00 – Websites Are Dying: What’s Next
53:00 – UGG’s Rebrand & The Power of Internal Culture
58:00 – Final Words: AI Might Win Speed, But Humans Win Souls

George Sullivan
  / george-sullivan-96397765  

The Sole Supplier
https://thesolesupplier.co.uk/

Katie Street
  / katiestreet  
  / streetmate  

Street Agency
https://street.agency/
  / street.agency  
  / streetagency