The Ultimate Sneaker Career Guide Discover your skills and interests to help you determine and achieve your sneaker career goals. The Footwear industry is expected to show a volume growth of 4.0% in 2022. The United States alone has the largest footwear market in the world. Thousands of sneaker jobs and footwear careers drive the sneaker market revenue with 70 billion dollars in 2020 alone. While many want to enter the footwear industry as a sneaker designer or athletic footwear designer, it takes an array of departments and positions to develop a sneaker from concept to the market. What are they and how do you get started? To help you determine and achieve your career goals, we have created this comprehensive guide. Yellowbrick’s The Ultimate Sneaker Career Guide is your source to discover careers and learn entry points into the sneaker industry. In this guide, you can begin to explore the sneaker jobs that drive the sneaker market, then search for your perfect footwear career by area of interest, skills, companies, or industry experts. Learn about your skills and interests, and articulate them confidently to identify career options within the sneaker industry that you might pursue, and implement a successful strategy to attain your desired career outcomes. In this guide you’ll find the following information: Overview of the footwear industry Future of the sneaker market Sneakers Career Library Career Planning Strategy to get into the sneaker industry You’ll also find simple exercises that help you: form a career planning strategy to get into the sneaker industry find your passion in sneakers and identify an area of interest to pursue learn the sneaker industry through top brands and its key players identify your skills and match them to a sneaker area of interest This guide will help you begin understanding the sneaker opportunities available, as well as the skills and qualifications you need to succeed.

1. THE
ULTIMATE
SNEAKER
CAREER
GUIDE

2. SPECIAL OFFER
2
OUTLINE

3. SPECIAL OFFER
3
04
09
14
18
Industry 101
Prospective Highlights
Future of Work
Sneaker Design
Production & Manufacturing
Marketing & Sales
Distribution & Retail
Novice Strategy
Alumni Strategy
Expert Strategy
05
07
08
10
11
12
13
15
16
17
21
26
29
30
33
35
CAREER LIBRARY
CAREER PLANNING STRATEGY
GETTING STARTED
Identify Your Skills
Pinpoint Your Sneaker Passion
Become an Expert
Learn the Industry
Set Your Career Goals
General Rules of Exploration
OVERVIEW

4. SPECIAL OFFER
4
OVERVIEW
INDUSTRY 101
PROSPECTIVE
HIGHLIGHTS
FUTURE OF WORK

5. 5 SPECIAL OFFER
OVERVIEW
INDUSTRY 101
Footwear has always been a vital
segment of the fashion industry.
Sneakers, specifically, have expanded to
move beyond just serving as an athletic
function. When there was once a time
when sneakers were only associated with
sports, over the past decade, the global
consumption of sneakers has trended
toward casual wear across all age groups.
Because of this, sneaker design is more
robust than ever from technical and
function, experimentation in materials
and colors, to sustainability practices. As
the result of streetwear trickling across
fashion markets, the athleisure trend
combines comfort with style and has
elevated functional sportswear to coveted
fashion statements. The trend is bound to
continue within the sneaker industry.

6. 6 SPECIAL OFFER
Every year, sneaker companies worldwide invest large amounts
of money in developing newer trends and partnering with key
talent and personalities to drive the market forward. Long gone
are the days when sneakers and sneaker-collecting are a niche
trend. Sneaker history extends beyond the groundbreaking
reveal and marketing frenzy of the Air Jordan 1 or adidas’
collaboration with Run-DMC for the group single “My Adidas.”
The industry made leaps and bounds since the pivotal point
of sneaker collecting and collaborations with Nike Dunk SB
Low Staple “NYC Pigeon”. But one thing has never folded, the
importance of the connection between storytelling and the
sneaker. As a result, key market players in the footwear market
are increasingly reliant on the perfect collaboration, which by
association boosts prestige and, therefore, sales of their regular
product. Mixed with seeding campaigns and e-commerce
websites that collectively sell shoes of different brands on a
single platform and provide typical discounts, customers are
buying more footwear than ever — with the average volume per
person expected to amount to 5.7 pairs in 2022. All these factors
have been pivotal in accentuating the growth in the footwear
market.
OVERVIEW

7. 7 SPECIAL OFFER
Americans spend
an average of $392
per person, per
year on footwear.
The Footwear
market is expected
to grow 5.2%
annually through
2030.
The sneakers
reseller economy
is estimated at
$6 billion and
expected to grow
to $30 million by
2030.
OVERVIEW
PROSPECTIVE
HIGHLIGHTS
$392 PER
PERSON
5.2% ANNUAL
GROWTH
$6 BILLION
RESELLER
ECONOMY
The total global sneakers market
revenue was valued at over $72 billion
and forecasted to reach a
value of $102 billion by 2025.
In global
comparison, the
United States
has the largest
footwear market in
the world.
$72 BILLION
$102 BILLION

8. 8 SPECIAL OFFER
FUTURE OF WORK
The most crucial driver for the global
footwear industry is the increasing
importance of emerging markets within
production sites and consumer markets.
How a sneaker is marketed and released
is just as important as the design process
itself. Factor in the strong initiatives
towards sustainability, and unlocked are
a wide range of opportunities and careers
to support a sneaker release: design,
manufacturing, operations, marketing,
retailers, etc.
Though footwear is popular among both
men and women, it is the former gender
driving the sneaker market growth.
Although there has been progression
made for women’s sneakers and unisex
sizing, an increasing number of males
are gravitating towards investing in
better footwear pieces. However, there
has been an increase of women taking
on leadership and director roles within
sneaker companies opening up the
possibilities within the women’s market
and beyond.
OVERVIEW

9. SPECIAL OFFER
9
CAREER
LIBRARY
Many careers can be pursued within
the sneaker industry. The FIT x Complex
Sneaker Essentials course gives a holistic
understanding of the sneaker industry,
including the jobs responsible for taking
a sneaker from concept to market. It
helps you understand and develop the
necessary skills for each. Below is a list
of career possibilities for sneaker school
students, along with highlighted industry
experts within the course you could
learn from.

10. 10 SPECIAL OFFER
Sneaker Designer
Materials & Color Designer
Men’s Footwear Designer
Women’s Footwear Designer
Kid’s Footwear Designer
Creative Director
Design Engineer
CAD Engineer
CAREER LIBRARY
INDUSTRY EXPERT HIGHLIGHT
GREGG WOODCOCK
Footwear Designer, ES Originals
Lifestyle Footwear Designer
Product Developer
Footwear Graphic Designer
Sneaker Customizer
Corporate Lawyer
Product Tester
CAREERS IN SNEAKER DESIGN

11. 11 SPECIAL OFFER
CAREER LIBRARY
Product Manager
Footwear Factory Operative
Pattern Master
Quality Control Specialist
Machine Operator
Sample Coordinator
INDUSTRY EXPERT HIGHLIGHT
JON TANG
Founder & Creative Director, Fronteer
CAREERS IN SNEAKER
PRODUCTION & MANUFACTURING

12. 12 SPECIAL OFFER
Footwear Editor
Copywriter
Product Line Manager
Business Development
Manager
Marketing Manager
CAREER LIBRARY
INDUSTRY EXPERT HIGHLIGHT
WILLIAM ZEITZ
Founder & Creative Director, Waz Inc.
Email Marketing Specialist
Photographer
Photo Retoucher
Public Relations
Social Media Manager
CAREERS IN SNEAKER
MARKETING & SALES

13. 13 SPECIAL OFFER
CAREER LIBRARY
Buyer
Merchandising Coordinator
Footwear Authentication
Specialist
Reseller
Visual Merchandiser
INDUSTRY EXPERT HIGHLIGHT
JOHN MCPHETERS
Co-Founder & CEO, Stadium Goods
Store Manager
Sneaker Order Fulfillment
Associate
Customer Service
Representative
CAREERS IN SNEAKER
DISTRIBUTION & RETAIL

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14
CAREER
PLANNING
STRATEGY
There is no set linear path to achieving
your dreams within the sneaker industry.
The following is a three-phase career
planning guide that is reflective of
industry experts’ experiences and
are tailored to novices, alumni, and
professionals who are either considering a
career within sneakers, navigating into the
sneaker industry, or experiencing growth
and leadership within their careers.

15. 15 SPECIAL OFFER
NOVICE
NOVICE
Begin to
understand your
interests within the
sneakers industry
Explore job
options within the
sneaker industry
Determine
when you want
to enroll in
#SneakerSchool
or additional
programs,
conferences, etc.
that expand your
knowledge.
Create a
LinkedIn profile
and reach out to
potential mentors
or industry experts
that align with your
area of interest
Attend
Yellowbrick
webinars to learn
more about the
FIT’s x Complex
Sneaker Essentials
Course
Follow
Yellowbrick on
Instagram and
TikTok to learn
about expert
workshops on
topics related
to the industry,
networking, and job
searching
Identify the
career path(s)
you’re interested in
pursuing
Identify your
interests, values,
skills, and talents
Enroll in
programs, classes,
and attend
conferences that
allow you to gain
first-hand learning
experience about
the sneaker
industry
Learn the
timelines and
experiences of
potential mentors
and industry
experts you admire
Understand
recruiting timelines
within the sneaker
industry
KNOWLEDGE ENGAGEMENT STRATEGY
CAREER PLANNING STRATEGY

16. 16 SPECIAL OFFER
Have an expert
understanding
of how a sneaker
goes to market
— from design to
retail
Complete
exercises,
assignments, and
work that apply
to the sneaker
industry
Upload work
completed onto
your portfolio and
LinkedIn
Review job
descriptions of
positions within the
sneaker industry
that interest you
Attend events
to build a network
Attend
recruiting and
employer
information
sessions
Connect with
mentors, industry
experts within your
field of interest,
and alumni to
better position
yourself for the
job search
Assess what
you’ve learned
about yourself and
the intersection
between sneaker
career paths and
the alignment with
your skills and
interests
Seek an
internship or entry-
level opportunity
within your field of
interest in sneakers
Determine
the gaps in your
skillset and pursue
opportunities to
build those skills
needed
Revise and
tailor your resume
and cover letter
KNOWLEDGE ENGAGEMENT STRATEGY
CAREER PLANNING STRATEGY
ALUMNI
ALUMNI

17. 17 SPECIAL OFFER
Have
in-depth, hands-on
knowledge about
specific careers
within the sneaker
industry
Master
communication
within your
discipline and field
Have your hand
on the pulse with
industry trends and
topics
Develop
and maintain
relationships with
mentors and peers
within the sneaker
industry
Explore
leadership,
speaking
engagements,
and opportunities
within the industry
beyond your 9 to 5
Collaborate
with peers,
companies, and/or
organizations
Celebrate your
accomplishments,
growth, and
opportunities to
learn
Give yourself
permission to
pursue and grow
out of your comfort
zone
Ensure your
professional online
presence is up to
date: LinkedIn,
website, etc.
Prepare field-
specific application
materials (resume,
cover letter,
samples/portfolio)
KNOWLEDGE ENGAGEMENT STRATEGY
CAREER PLANNING STRATEGY
EXPERT
EXPERT

18. SPECIAL OFFER
18
GETTING
STARTED
IDENTIFY YOUR SKILLS
PINPOINT YOUR
SNEAKER PASSION
BECOME AN EXPERT
LEARN THE INDUSTRY
GENERAL RULES
OF EXPLORATION
SET YOUR
CAREER GOALS

19. 19 SPECIAL OFFER
GETTING STARTED
ON YOUR NEXT STEPS
The sneaker industry is an ecosystem of
careers ranging from design to retail. The
possibilities may feel vast, but you can
follow a career planning process that will
help you make informed decisions beyond
completing the FIT x Complex Sneaker
Essentials course. Figuring out what
career you want to pursue and creating a
plan to get there involves assessing your
interests and skills, exploring your options,
making decisions, and taking action to
achieve your career goals. While each
person’s experience will be unique, these
key points apply
to everyone.
GETTING STARTED

20. 20 SPECIAL OFFER
GETTING STARTED
DISCOVER
Dig into your interests,
personal values, skills,
work environment
preferences, lifestyle,
and job responsibilities
to identify different
fields within the
industry you’re
passionate about.
ACT
Get hands-on
experience from
internships, projects,
volunteering, job
opportunities related to
your evaluation.
EXPLORE
Research and learn
a range of career
options that align with
your interests you’ve
discovered.
DECIDE
Assess and evaluate
your options and narrow
down your selections
to a few that match
best with your lifestyle,
work environment
preferences, and wants.
It’s important to practice a growth
mindset and be open to exploring your
passions, interests, wants, and needs.

21. SPECIAL OFFER
21
IDENTIFY
YOUR
SNEAKER
SKILLS
As you understand your interests within
the sneaker industry, you must be aware
of the skills you have developed and
already acquire, especially when planning
your career goals or beginning your
job search.
CAREER PREP

22. 22 SPECIAL OFFER
Each box represents a skill and area of interest
within the sneaker industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement
SNEAKER DESIGN
IDENTIFY YOUR SKILLS
Use creative programs efficiently (Adobe)
Adaptable to new technology and new
software
Innovative
Critical thinking and action
Interpret and draw conclusions
Quick and efficient learner
Ask good questions
Conduct analysis and interpret
Explain Ideas clearly
Imaginative and ability to develop new
ideas

23. 23 SPECIAL OFFER
Each box represents a skill and area of interest
within the sneaker industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement
SNEAKER MANUFACTURING & PRODUCTION
IDENTIFY YOUR SKILLS
Attention-to-detail
Find resolutions
Build collaborative relationships
Willingness to listen
Motivating others and self
Follows rules and conduct
Holding teammates accountable
Adaptable to new processes
Problem-solving skills
Process-oriented

24. 24 SPECIAL OFFER
SNEAKER MARKETING & SALES
IDENTIFY YOUR SKILLS
Verbal and written communication skills
Networking skills
Timeline-driven
Creative thinker
Influential
Ability to prospect and identify key
trends, cultural moments, and people
Active listener
Knack for storytelling
Business acumen
Contract negotiation skills
Each box represents a skill and area of interest
within the sneaker industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement

25. 25 SPECIAL OFFER
SNEAKER DISTRIBUTION & RETAIL
IDENTIFY YOUR SKILLS
Meeting team expectations
Public speaking
Listening attentively
Expressing ideas concisely
Good with numbers
Trend-forecasting
Customer service
Commercial awareness
Time management
Visually driven
Each box represents a skill and area of interest
within the sneaker industry. Within each box below:
Place a “3” in the box if you are highly skilled
Place a “2” if you are moderately skilled
Place a “1” if there’s room for improvement

26. SPECIAL OFFER
26
PINPOINT
YOUR
SNEAKER
PASSION
The most important element in figuring
out your career path and next steps is
understanding your passion and how your
interests relate. This career prep exercise
is your starter guide in exploring your
passion and interests within the sneakers
industry.
CAREER PREP

27. 27 SPECIAL OFFER
1
4
7
2
5
8
3
6
DIRECTIONS
Take a few minutes to reflect on the
following topics. Come up with 3-5
answers to each. Once you are finished
answering the questions, identify
commonalities, and find themes in your
answers.
During my
free time, I...
I’m an expert at...
I’m obsessed with
sneakers because...
I’m energized by...
I like learning
about...
If I can learn
anything about
sneakers, it’d be...
Naturally,
I’m good at...
I want to take a
class on...
PINPOINT YOUR PASSION
1
4
7
2
5
8
3
6

28. 28 SPECIAL OFFER
OF your answers, what common theme(s) are you seeing
that are related to these areas of interest within the sneaker
industry?
SNEAKER DESIGN
SNEAKER MANUFACTURING & PRODUCTION
SNEAKER DISTRIBUTION & RETAIL
BRAND STRATEGY & MARKETING
SNEAKER MEDIA
ACTION STEP
To learn more about your area of interest, who can you talk to?
PINPOINT YOUR PASSION

29. 29 SPECIAL OFFER
BECOME
AN EXPERT
These days, hiring managers are
impressed with what you know and the
skills you can bring to the table. Making
time for yourself to become an expert
is how you’ll find your lane and make
yourself stand out. This can appear in
different ways: investing in your career
with time, money, and knowledge.
While there’s constant exposure to new
information, it can be overwhelming to
figure out where to start and how to keep
up. Begin with what you know and where
your interests fall by researching brands
you gravitate towards or competitors of
the brands you love.
Nike
adidas
Asics
Puma (Kering)
Under Armour
New Balance
Converse
Reebok
Fila
Skechers
TOP SNEAKER
COMPANIES
TO GET YOU
STARTED

30. SPECIAL OFFER
30
LEARN
THE
INDUSTRY
How well do you know the sneaker
business? Use this research exercise
to learn more about key players in the
sneaker industry, your favorite brands,
and their competitors to discover what
type of company you want to work for (or
start!).
CAREER PREP

31. 31 SPECIAL OFFER
LEARN THE INDUSTRY

32. 32 SPECIAL OFFER
LEARN THE INDUSTRY

33. 33 SPECIAL OFFER
SET YOUR CAREER GOALS 33
SETTING
YOUR
CAREER
GOALS
You’ve narrowed in your passions and
done some industry research into the
sneaker industry. Identifying your career
goal and creating a plan around it will
help you with your next steps.
Setting career goals requires planning.
Identify academic requirements,
experience, barriers, and other factors
that would help you prepare for your
career goals on the next page.
CAREER PREP

34. 34 SPECIAL OFFER
SET YOUR CAREER GOALS
ACADEMICS
EXPERIENCE
BARRIERS
OTHER FACTORS
CAREER GOALS

35. 35 SPECIAL OFFER
GENERAL RULES OF CAREER
EXPLORATION WITHIN
THE SNEAKER INDUSTRY
GENERAL RULES
EXPLORE
Take time to
explore how your
interests and
skills intersect
with different
career paths in the
sneaker industry.
This will help
you holistically
understand the
whole industry
and communicate
the value you can
bring to future
employers.
BUILD
Each opportunity
you take on builds
a foundation of
skills that are
applicable for the
next opportunity.
START
Beginning allows
you to build a
wide range of
experiences,
explore various
fields, and give you
room to change
your mind or pivot
along the way.

36. SPECIAL OFFER
36
READY TO LEARN
MORE ABOUT
THE SNEAKER
INDUSTRY AND
ALL ASPECTS OF
THE SNEAKER
BUSINESS?
Check out Yellowbrick’s Sneaker
Essentials course alongside FIT
faculty and Complex contributors.

37. 37 SPECIAL OFFER
U.S. BUREAU OF LABOR STATISTICS |
COMMERCIAL & INDUSTRY DESIGNERS
https://www.bls.gov/oes/2017/may/oes271021.html
LEARN.ORG | SHOE DESIGNER CAREER PROFILE
https://learn.org/articles/Shoe_Designer_Job_Duties_
Occupational_Outlook_and_Education_Requirements.
html
GLOBENEWSWIRE | WORLDWIDE
ATHLETIC FOOTWEAR MARKET SIZE
https://www.globenewswire.com/news-
release/2021/03/26/2200052/0/en/
Worldwide-Athletic-Footwear-Market-Size-
Share-Revenue-to-Generate-USD-120-000-Million-by-
2026-According-to-Facts-Factors.html
RESOURCES

38. 38 SPECIAL OFFER
38
SNEAKER
ESSENTIALS
Fashion Institute of Technology faculty,
together with leaders from Complex
and across the sneaker world, will teach
you about the key areas and related
career opportunities in the ever-evolving
sneaker industry.
This 100% online course will build your
sneaker industry skills and expertise in
key areas such as:
Sneaker design and functionality
Manufacturing and distribution
Brand strategy and marketing
Publicity and media
Learn more at ylearn.co/sneakersbook.
ABOUT

39. 39 SPECIAL OFFER
EMPOWERING DREAMERS TO
ACHIEVE THEIR CALLING
In partnership with top universities
and brands, we create educational
experiences that tap into interests and
passions to spark success, fuel personal
advancement, and open doors to fulfilling
paths for our students.
Check out our full course offerings at
ylearn.co/ebook.
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ABOUT