Elliot Santiago started the media brand Good for the Sole to share his passion for sneaker culture. The brand focuses on sneaker news, releases, and personal style content targeted towards young millennial sneaker enthusiasts. Elliot utilizes Facebook and Instagram to share this content and engage with relevant influencers and accounts. While building Good for the Sole, Elliot's goals were to drive engagement, create a brand identity and awareness, and communicate the most relevant sneaker news and styles in a way that highlights the influence of sneaker culture on various aspects of life.