George Sullivan is the founder of The Sole Supplier, the UK’s #1 sneaker and streetwear platform and a brand in its own right. It reaches over 50 million people a month and has driven more than £350m in sales for brands including Nike, adidas, New Balance and Merrell. He runs it with a team of 35.

It didn’t start that way. George got kicked out of school at 17 and failed at 4 businesses, then started The Sole Supplier on his 10th job, obsessed with trainers, building it on his lunch breaks and from his parents’ spare bedroom.

His approach is Human First, Product Second. Brands grow when they invest in how people feel, not just what they buy.

He’s spoken at MAD//Fest, Creator Fest and the Youth Marketing Summit, and for StockX, ASOS and Nike.