His “Sole” Purpose: Alex Andrews Turns Custom Shoes into Thriving Business
When Purdue senior Alex Andrews painted a pair of Pikachu-themed shoes as a graduation gift for a friend, he never imagined it would lead to a business that now caters to professional, Olympic, and NCAA athletes across the country. A Design Studies major in the College of Liberal Arts, Andrews combines his artistic talent with business knowledge while also pursuing a Certificate in Entrepreneurship and Innovation to sharpen his entrepreneurial skills.
Andrews always had an entrepreneurial spirit. In middle school, he experimented with jewelry making, but it was the reaction he got to his first pair of painted shoes in high school that ignited a real business venture. With a lot of encouragement from friends and family, and with the support of his parents, who provided the equipment to get started, he launched his online presence on Facebook before expanding to Instagram, where orders flowed in from across the U.S. Within just a year and a half, he had attracted a strong customer base and officially founded a22customs. He has now expanded his brand to include merchandise in addition to footwear.
Andrews’ status skyrocketed when his work caught the attention of former Purdue cornerback Hayden Ellinger, giving him exposure in the locker room and opening doors to other clients. Soon, Andrews was designing for players who went on to the NFL, including Tyrone Tracy Jr. (New York Giants), Charlie Jones (Cincinnati Bengals), Corey Trice (Pittsburgh Steelers), and Reese Taylor (Denver Broncos). Today, his designs have been worn by athletes on nearly 20 of the 32 NFL teams. Beyond the league, he has also created custom footwear for Purdue standouts Lance Jones and Devin Mockobee.
The business operates through direct client commissions, with Andrews creating detailed mock designs before customizing each pair, a business process he refined with guidance from his ENTR 20000 instructor, Lucas Woody, and feedback from his parents. His ENTR 48000 capstone course with Susan Woods and Greg Finch further helped him elevate his brand. “Encouraged to update my LinkedIn, website, and social media as part of the capstone course made me look more professional, and people noticed right away,” he said.
Sponsorships also fuel his work. Alex is sponsored by Silhouette and Lit Laces. Silhouette, a stencil machine company, has sponsored him at business summits in Hawaii and Japan. Lit Laces provides him with high-quality laces, adding another layer of customization to his creations.
For Andrews, a22customs isn’t just about footwear, it’s about embracing individuality. “If I could give advice to my younger self, it would be to just be yourself and not worry about what others think,” he said. “Being true to yourself is how you’ll find your potential.” After graduation, Alex is committed to unlocking the full potential of a22customs by dedicating himself to the business full-time. He is grateful for his a22 team for the leadership and collaboration that they provide. Andrews’ startup story is a testament to the power of creativity, talent, persistence, and the courage to turn passion into opportunity.
