Sneaker-head Matt Halfhill started talking about sneakers on his blog, Nice Kicks in Austin, TX. That blog quickly became a leading authority in sneaker culture. Fans flocked to the site daily to read reviews, learn about new releases and get an inside scoop on where to cop the latest sneakers. Part of the growth and evolution of NK came in the form of a physical store in central Austin. I was tasked with creating a brand that transcended the pages of the site and could grow into a private label line. Today, NK has presence in ATX, LAX, PDX and NYC. The brand has grown exponentially and now has several products and collaborations for sale in their stores.