Shining a light on the often unnoticed sneaker soles

This project started out as a ‘What if’ type idea, that quickly became a prototype, that was then pitched to Hypebeast. And soon after I partnered with the global authority in street culture, to launch 'Guess the Model,' a sneakerhead's dream quiz. The mission was clear: shine a light on the often unnoticed yet iconic sneaker soles. What began as a pitch evolved into a full-fledged web experience.

The quiz reached millions of hype-driven users across Hypebeast’s 10+ million–strong community, generating hundreds of thousands of plays and shares within days. It became one of those rare projects that blurred the line between culture, curiosity, and pure internet obsession.