CJ So Cool has his own shoe.
The prankster-slash-lifestyle YouTuber (9 million subscribers) is the first content creator to release his own sneaker through a joint venture between members-only sneaker marketplace SoleSavy and footwear designer Garrixon.
This new venture—led by Garrixon founder and president John Lee, who also founded sneaker brand UBIQ—is “focused on empowering creators to design and launch their own original sneakers,” according to a press release.
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“We’re excited to announce this joint venture with SoleSavy, which allows us to offer creators a first-of-kind end-to-end solution to successfully enter the sneaker market,” Lee said. “With our on-shore design and manufacturing capabilities and SoleSavy’s deep roots in the sneaker community, we’re well-positioned to fulfill the demand from creators and artists to bring their sneaker visions to life.”
CJ So Cool’s sneaker is called Frostbite, and was made in collaboration with designers Gemo Wong and Justin Taylor, both of whom have worked with Nike and Jordan. Frostbite was developed out of Garrixon’s Garrixon Studios in Philadelphia.
According to the shoe’s official description, “Every color, material, and detail of the shoes and packaging was handpicked by CJ So Cool.” Frostbite is meant to be an “iced-out vision,” it adds, with lots of translucent and textured blues, suede details, and an embroidered version of CJ So Cool’s signature, along with the inclusion of his lucky number 7.
Frostbite went up for preorder this morning, and is $175 per pair.
SoleSavy and Garrixon didn’t say if they have any other creators in the pipelin, but Dejan Pralica, SoleSavy’s co-founder and CEO, said the goal of this venture is “democratizing the process of creating and releasing a sneaker,” allowing creators to “expand their merchandise footprint and build their unique brands.”