Working in the sneaker industry is a dream for many young people. For Jusepet “Juice” Rodriguez, it’s a reality. At only 23 years old, Juice ranks as one of the youngest in the game, working as National Account Marketing Specialist for adidas Originals. We caught up with Juice to hear his started-from-the-bottom story in this Industry Interview.
Nice Kicks: When did you first acquire a love for sneakers?
Juice Rodriguez: The first time I acquired a love for sneakers was when the Sole Collector event happened in New York City. It was 2005 on a very rainy afternoon. As I was approaching the event, I saw a line with over 500 sneaker heads. I was amazed to see kids wearing multicolored sneakers, with stars, crocodile skin, and just designs I had never seen before. I found it strange how it was pouring rain and kids were wearing plastic shopping bags over their kicks so they wouldn’t get wet. After that event, it was on! I started researching those rare sneakers and where they could be attained. A few months after the event, I found a sneaker store called Flight Club. It was a small sneaker consignment shop on Greene street. I learned that I could resell sneakers and still be able to afford the sneakers I want. So all through high school, I sold sneakers in the hallways and learned about all the names, designers, and sneaker events like Soledout and DXC. I continued to meet people from different stores and started seeing there was a huge business side I didn’t know about.
Nice Kicks: How did you go from selling shoes on your own to exploring the bigger business side?
Juice Rodriguez: My older brother Leonardo Rodriguez at the time was the footwear buyer for Dr. Jays, so after high school I started tagging along to his meetings with brands like adidas, Puma, Nike and Jordan. I started learning the business side of things and these companies used to ask me for feedback on the product, like what were my thoughts on the colorways. So, I started looking for an internship because it was something I was very interested in. A man named Shawn Solomon contacted me for an internship at Jordan Brand. Thanks to him and my older brother Leonardo Rodriguez, I became an intern at the NYC Jordan/Nike office.
Nice Kicks: How did your opportunity working for adidas come about?
Juice Rodriguez: In 2010, I was the Marketing Director for Dr. Jays stores. There, I started learning how to market footwear to the consumer, how to make consumers interested in brands, how to create consumer-facing events and how to merchandise windows to make them look premium. At the same time I was at Dr. Jays, I became the brand manager for the sneaker boutique West NYC. I started doing events and PR for the store, and I learned so much from the owner Lester Wasserman. I launched multiple shoe releases and t-shirts collaborations with Ricky Powell – I put West NYC on the map. I felt like it was time for me to grow and strive after greater opportunities. I saw a position open up on the adidas career site, and saw it was a great position for me. It was an account marketing position but it only lasted six months. After interviewing for the position three times, and an amazing referral thanks to Manne Gonzalez, I got the job at adidas.
Nice Kicks: Explain the impact your job and adidas has had in the sneaker industry and everyday life.
Juice Rodriguez: The impact my job has in everyday life is how the shoes are launched at retail. The merchandising team and I strategically choose which accounts receive certain releases. I work with the internal brand team to communicate to the accounts how the shoes should be launched. I seed shoes to employees to build hype and momentum within retail stores. I create special events to bring our product to life at retail. I think most importantly it is important to work with an amazing team with amazing communication. Adidas is definitely an amazing company to work for.
Nice Kicks: What are the pros and cons of being one of the youngest people in your workplace and sneaker industry?
Juice Rodriguez: Being one of the youngest is definitely an advantage, from learning the streets, fashion/sneaker culture and the corporate side. When I first started, I thought the sneaker world was simple, I thought people make shoes and sell to stores. I didn’t know there was such a complex process. Being the youngest has its ups and downs. In the sneaker industry it becomes difficult sometimes when the older people don’t listen to you. They feel they know more than you and try to bring you down– it has happened to me many times in the past. There are challenges that you must overcome and you must create positive energy and move forward. Working at adidas is amazing, if you come up with a valid case and a presentation they will acknowledge and let you proceed.
Nice Kicks: Any words of advice to someone who is trying to enter the sneaker industry?
Juice Rodriguez: 1. Don’t let anyone tell you that you cannot do anything in life.
2. Dreams do come true. I came from waiting online for sneakers to working in the corporate fashion world.
3. Be very humble and very positive all the time.
4. Speak to everyone. Don’t be shy to approach people.
5. Be passionate and love what you do. Do not do it for the money.
6. Do not forget to smile, play the game, and do not burn bridges!
