The décor in Succezz has the feel of a plush private club. It features a 16-foot high ceiling, hardwood floors, two comfortable arm chairs, and a huge flat-screen TV where customers can watch movies or play Wii. The store also has some of the world’s most exclusive Air Jordans, Kanye West’s Nike Air Yeezys, and other high-end sneakers.
Owned by Bobby Simmons of the New Jersey Nets and Lavelle “V Dot” Sykes and located in Chicago’s South Loop, SuccezZ is one of only a few boutiques in the nation with a Nike Tier 0 account, which allows them access to limited edition Nikes.
Rolling out recently caught with Simmons and Sykes to discuss sneaker culture, the importance of being able to sell exclusive Air Jordans and Kanye West’s Air Yeezys, and the secrets to sneakerhead success. –amir shaw
Why did you decide to create SuccezZ?
Sykes: It was our love for sneakers. We opened in June 2008 and are one of the first minority-owned businesses in the South Loop area of Chicago. There is no store like ours. We are pretty creative with our own branding and providing [unique shoes] for our customers.
When did you fall in love with collecting sneakers?
Simmons: My sneaker collection increased as I got older. I come from a poverty-filled neighborhood where we couldn’t get everything we wanted. I dreamed of big success and I motivate myself to move forward to be exactly where I want to be. Now, I’m a real sneakerhead. I have over five closets full of sneakers.
Sykes: I’ve always been into footwear and fashion. It’s always been in my blood. At 10 and 12 years old, we couldn’t afford a lot of sneakers. I eventually began to build my collection over the years.
What are the most popular shoes that you sell?
Simmons: The most popular shoes now are the retros. At one point, a lot of the shoe collectors couldn’t afford to purchase the shoes they wanted when they were younger. So they get the newly released retros or hard to find originals.
Sykes: We get the best of the best. The retro Air Jordan 9 Bin 23 are exclusive. Only 1000 shoes were made and only six stores in the country carried the shoes. Those shoes sale for $455. The older the shoe is, the more money it’s worth. It’s like buying a limited edition car.
How have die-hard sneakerheads reacted to the release of exclusive shoes?
Simmons: When Kanye West and Nike came out with the Air Yeezys in 2009, we had to have three auctions. Sneakerheads want to to have what no one else has. Our key is to get the shoes first so that our customers can continue to support what we are doing.
Why has Nike stayed ahead of the curve when it comes to sneakers?
Simmons: Nike has done a good job of bringing back retros. They even release new shoes that look worn so that they have the feel of the original version. Nike has also released limited edition shoes where you may have to wait 10 years before they are released again.
Sykes: Nike has created a demand where people will wait in line for certain shoes. Nike brings personality to all of their shoes. Every shoe has a different story. This is what makes their shoes so unique.
