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Inside the booming sneaker culture that’s creating Black business owners across metro area

ATLANTA — They’re more than fashion statements. For many across metro Atlanta and the world, sneakers are a way of life.

“It’s a big culture here,” Nagast Footwear owner Tarik Edmonson said.

“Atlanta is a great place to sell shoes,” Andre Neal said.

Neal is better known as “Certified” to his thousands of followers on social media. They’re his customers too - all part of the booming $2 billion shoe re-sale industry.

“Everybody in the city going out on weekend want this shoe or that shoe,” Neal said. “It’s many people who want for shoe, but can’t find it. So that’s where I come in.”

Neal finds some of the most hard to find styles and colorways in the metro then brings them to his shop inside of the Suites at West End.

What he once did out of a trunk of a car, he now does to support him and his wife, even during a pandemic.

“It’s definitely gonna get bigger. I strongly feel like everything is better with time,” Neal said.

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Atlanta’s entertainment influence makes it a perfect destination for sneaker heads across the country.

“Wish Atlanta” is a nationally-known boutique that’s using its influence for change. CEO Julie Hogg said she helped organize voting registration drives last year when she saw a chance to get young voters engaged.

“We want to do whatever we can to help the community,” Hogg said. “If we have a platform, we want to share that and we want to educate and tell people when and where and how we’re not showing you who to vote for, but we’re directing you to the path.”

Sneakers inspired by Black history and Black empowerment led Edmonson down the path of entrepreneurship five years ago.

His company is called Nagast Footwear and he makes his own designs.

“We’re in an era where buying Black and being Black, and Black business is important for our children to see for our legacy,” Edmonson said.

The entrepreneur said he had his best year ever in 2020 with sneakers on display in Black-owned stores like the Black Dot Cultural Center in Lithonia.

He’s glad metro Atlanta’s sneaker scene is big enough for everyone.

“Atlanta is definitely the place to be if you want to be an entrepreneur,” Edmonson said.

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