Walk Fresh: How Lethabo Mokoena Built SA’s Top Sneaker-Care Brand
Walk Fresh: How Lethabo Mokoena Built SA’s Top Sneaker-Care Brand. In 2015, at the age of 23, Lethabo Mokoena observed his friend cleaning sneakers on a porch in Daveyton, a township in Gauteng, South Africa. This seemingly mundane activity sparked an idea: could sneaker cleaning be transformed into a viable business? With a degree in Corporate Communication from the University of Johannesburg and a background in brand activation, Mokoena embarked on a journey to redefine sneaker care and uplift his community.
Identifying a Market Gap
Mokoena recognized that while sneaker culture was thriving, professional cleaning services were scarce, especially in townships. He conducted market research through focus groups and surveys, confirming a demand for quality sneaker care. This led to the establishment of Walk Fresh, a boutique sneaker cleaning and shoe-care service dedicated to providing top-tier sneaker cleaning, refurbishment, and repair services.
Strategic Partnerships and Growth
Early in its journey, Walk Fresh secured a partnership with Kiwi, a renowned shoe-polish brand. Through Kiwi’s enterprise development programme, the company received financial and non-financial support, including equipment that enhanced operational efficiency.
Walk Fresh opened its flagship store, supported by the J&B Hive entrepreneurship programme. This move solidified its presence in the market and provided a platform for further growth.
Collaborations with major brands like Nike further elevated Walk Fresh’s profile, showcasing its commitment to quality and innovation in sneaker care.
Community Engagement and Empowerment
Beyond business, Walk Fresh is deeply rooted in community development. The company employs young individuals from townships, providing them with skills and employment opportunities. Mokoena’s vision extends to challenging societal norms and inspiring a new narrative within townships.
Innovative Approaches and Expansion
Walk Fresh has expanded its services to multiple locations, including stores in Daveyton, Soweto, and Sandton City. The company offers convenient services like free pickup and delivery, catering to a broader customer base.
By preserving traditional shoe-care techniques passed down through generations, Walk Fresh combines heritage with modern business practices, creating a unique value proposition.
Lessons for Aspiring Entrepreneurs
- Identify and Address Market Gaps: Recognizing underserved markets can lead to innovative business opportunities.
- Leverage Strategic Partnerships: Collaborations with established brands can provide essential resources and credibility.
- Engage and Empower Communities: Building a business that uplifts and involves the local community fosters loyalty and social impact.
- Combine Tradition with Innovation: Integrating traditional practices with modern business models can create a unique and authentic brand.
- Adapt and Expand Strategically: Offering convenient services and expanding to new locations can drive growth and accessibility.
Lethabo Mokoena’s journey with Walk Fresh exemplifies how a simple idea, rooted in community and innovation, can evolve into a successful enterprise that not only meets market demands but also empowers and transforms communities.
