The Rise of OnFleekSneaks
How U-M student Neev Lamba turned his love for sneakers into a thriving business
—By Ashley Glabicki
“I feel like a celebrity,” Neev Lamba jokes. “You’re making it sound cooler than it is.” But the Air Jordan 5 Michigan PE Sneakers, kept behind a glass case in his bedroom, suggest otherwise.
Looking to make some extra cash during the COVID-19 pandemic, Lamba noticed the growing hype around sneakers on social media and thought, “Why not try it out?”
Lamba, a 21-year-old senior computer science student at the University of Michigan, built OnFleekSneaks, his sneaker reselling business, entirely on his own. Gaining a following of over 1,000 users on Instagram, selling more than 500 pairs of sneakers, and handling roughly $70,000 of inventory over the span of three years, the business grew to be larger than Lamba would have pictured. Throughout this journey, Lamba collected many accomplishments, including participating in a well-known convention for sneaker lovers known as Sneaker Con, buying his first Michigan Athlete exclusive shoe, and meeting some of his favorite athletes.
Despite having done business with countless collegiate athletes, not all of them took the time to build a personal connection. Mike Sainristil, a well-known Michigan football player, was an exception. Taking the time to get Lamba’s phone number, ask about his major, and how his day was, Sainristil quickly became one of OnFleekSneaks most loyal clients.
Lamba still vividly remembers their first interaction. “He drove up to Bursley to meet me, which was really kind as I didn’t have a car at the time. I could tell right away that Mike was an extremely humble and down-to-earth human, making the whole experience of meeting him and doing business with him feel special. I was honored to sell him two pairs of Nike Dunks in the harvest colorway—one for his girlfriend and one for him.”
This interaction demonstrates the heart and soul of OnFleekSneaks and Lamba’s interests—combining a love for sneakers and fascination with sports.
Lamba’s story serves as inspiration for young creatives and entrepreneurs. Despite having a chaotic schedule as a computer science student, Lamba still managed to nurture his creativity and prove that anything is possible when you dedicate yourself to your goals.
Function or fashion or both?
Lamba’s interest in sports and sneakers dates back to middle school. “I’d been into basketball for a while, and honestly, my interest in sneakers kind of grew out of that. I’ve always had trouble finding shoes that fit right. I have pretty big feet for my height, and they’re pretty wide too, so a lot of shoes didn’t work for me. But basketball shoes were perfect.” Not only did basketball shoes provide Lamba with the most comfort, but he loved the bright colors. Buying and wearing these sneakers allowed him to honor his love for athletes such as Kobe Bryant and LeBron James. This interest in sneakers and sports followed Lamba throughout his childhood into his teenage years.
While sneakers are now a part of popular culture and can be seen on practically any street corner, this was not always the case. According to an article in the National Geographic, sneakers were first invented in England during the 1860s for the upper-class playing croquet and tennis, appealing to function rather than fashion. However, a shift in sneaker culture occurred after Nike signed a $2.5 million deal with NBA superstar Michael Jordan, leading to the creation and release of the Air Jordan 1 basketball shoes in 1984. Known for their bold design, the Air Jordan 1s proved that sneakers could appeal to both fashion and function. Along with sports, sneaker culture was also influenced by Hip-Hop culture, marked by collaborations such as Run-D.M.C.’s endorsement of Adidas following the release of their song “My Adidas” in 1986. Instead of being an item for upper-class individuals, sneakers became a popular item sought after by individuals of all socioeconomic classes. During the 2010s, the demand for rare and limited-edition sneakers skyrocketed with collaborations such as Kanye West’s Nike Air Yeezy Series and Rihanna’s Puma Fenty Collection.
From dorm room to warehouse
In the early days of OnFleekSneaks, Lamba was able to manage his inventory with a spreadsheet and stored everything in his closet. Although, once he got to college, his business grew exponentially and Lamba went from managing 5-10 shoes to having 50-100 in rotation, forcing him to pile shoe boxes in his tiny Bursley dorm room and having his mom and sister manage some shipments from his family home in Pittsburgh.
When asked if he expected the business to take off the way it did, Lamba responded, “Honestly, it was a huge surprise. Selling to pro-athletes and connecting with people through them was unexpected. I didn’t think it would snowball like it did, but I’m definitely not complaining.”
As Lamba grew his inventory and purchased rare, limited-edition sneakers that were showcased on his Instagram, he began to attract sneaker enthusiasts, also known as sneakerheads, across the country. As he gained loyal, returning customers such as Sainristil, he began to search for specific sneakers requested by his clients, which could be challenging considering the rarity of certain sneakers.
In an article for the journal Fashion, Style, & Popular Culture, Jin Woo (Jimmy) Choi and Minjeong Kim conducted a study on the behavior of sneaker fanatics, or sneakerheads. Through interacting with sneakerhead communities, the researchers concluded that the rarity of the sneaker has a direct correlation with the level of excitement, demand, and price.
These findings reflect Lamba’s experience with sourcing and purchasing rare sneakers. When asked if Lamba ever had trouble getting his hands on rare sneakers, he responded with, “All the time.” First, he would try to get sneakers directly from retailers when they were released. If he was unsuccessful, he would then turn to other sellers around the United States that had Instagram pages and websites. Despite these obstacles, with Lamba’s dedication to his clients, in due time, he was usually able to obtain rare sneakers despite the level of demand surrounding them.
More than just a side hustle
To Lamba, the business never felt like a big deal. But to others, it’s a standout story of a young creative honoring his interests and building something bigger than himself.
Even while managing a hectic schedule as a computer science major, Lamba remained committed. When asked how he juggled both, Lamba responded, “It wasn’t always easy. I just used whatever free time I had to work on the business. It became more of a hobby and something I was passionate about, rather than a chore. Of course, there were times when school got overwhelming, but I still tried to dedicate some time to it.”
Although Lamba has put a pause on his business as he is about to graduate and start working full time, his business remains a formative chapter in his life. He still keeps his most prized pair of sneakers, the Air Jordan 5 Michigan PE, protected behind the glass case in his bedroom, serving as a reminder of what he built.
To Lamba, that case isn’t just about protecting shoes. It’s a reminder of the brand he built, the people he met, and the passion he followed. “It taught me how to manage clients, build trust, and work with all kinds of personalities,” Lamba said.
When asked what advice Lamba would give to young creatives and entrepreneurs he said, “Make sure you’re fully committed to growing your business—once it feels more like a chore than a passion, it gets tough. And before chasing profits, focus on building your brand and reputation. That foundation will pay off in the long run.”
Feature Photo, Neev Lamba with his sneaker collection, by Jasmine Lamba