From Zero to Twenty-Eight Million

One of my frequent go to past client references is Crep Protect so I thought i’d share a little background about that journey for todays entry. When we first started working together 11 years ago, they were just finding their footing in the fiercely competitive world of sneaker care. My role was initially focused on ad-hoc design requests, but it didn’t take long before it evolved into something much more significant. I found myself at the forefront of their creative and brand endeavours, crafting pitches for global clients, designing eye-catching stands for trade shows, and even pulling off overnight miracles to seal crucial deals; whether they were here in the UK or somewhere else in the world.

Actually, we need to take a few steps back; how could I not start with the fact that i’d seen their very first product in action around 3 months prior to them getting in touch and thought to myself ‘I am going to work with this company; I can add so much value’ and that I did indeed. Who knew that they’d end up finding me? What I loved most about Crep Protect was not just their innovative product (which is still one of their best-sellers globally today), but the collective dedication and unwavering drive of their close knit team – all of whom grew with the company. Every member shared a common vision, a shared set of values, and a relentless commitment to deliver. It was this cohesive spirit that propelled them forward, even when presented with challenges.

One of the key lessons I learned from my 6 year run with Crep Protect is the importance of having a team that has a shared mission. It’s not just about individual talent or expertise; it’s about harnessing the power of collaboration towards a common goal. Each team member brought their own unique skills to the table, but it was their unity of purpose that truly set them apart – there were never debates about who’s job it was to do a task but more so the willingness to shift into whatever role was necessary at the time.

Success didn’t come easy but they refused to be deterred. Instead, they channelled every setback into an opportunity for growth, learning, and innovation. One of the defining moments in Crep Protect’s journey was their approach to collaboration. Instead of seeing other brands as competitors, they viewed them as potential partners. This mindset led to a series of successful collaborations with some of the biggest names in the industry, further expanding their reach and cementing their reputation as innovators.

Of course, none of this would have been possible without a relentless focus on creativity. From bold marketing campaigns to cohesive product designs, the founders were never afraid to push the boundaries and challenge the status quo. It was this fearless approach that captured the attention of customers worldwide, pushing them to their amazing success.

For me, the most inspiring aspect of Crep Protect’s journey is the fact that they achieved all of this without any external investment. Unlike many startups that rely on external funding to fuel their growth, Crep Protect grafted their way to success through sheer grit and determination, which in turn made them the fastest growing private company in Britain in 2018. Sales had grown by an average of 191% a year, hitting £27.5m. It’s such a great and inspirational example of what can be achieved when passion meets perseverance and patience.

When I reflect on my time with Crep Protect, I’m filled with a sense of pride and gratitude to have played such a pinnacle role in setting the very foundation that contributed to their resounding success. To have been a part of their journey, and witness their growth firsthand, is an experience I will always cherish. But more than that, it’s a reminder of the power of teamwork, creativity, and dedication.

The Take Away
Reflecting on the journey of Crep Protect, I’m reminded of a quote by Thomas Edison: “Opportunity is missed by most people because it is dressed in overalls and looks like work.” The story of Crep Protect is a true reflection of the power of perseverance, resilience, and unified belief in a vision. It’s not just about dreaming; it’s about rolling up your sleeves, facing challenges head-on, and never losing sight of your goal. Embrace the lessons learned, the obstacles overcome, and the growth achieved along the way; always staying true to your values.