Discover how a passion for sneakers transformed into a $100 million business in this 17-minute TEDx talk. Follow Erik Manzano Fagerlind's journey from his roots in 1990's Stockholm, where a pair of Nike Air Jordans sparked his connection to hip-hop culture, to co-founding the successful Swedish retail brand Sneakersnstuff (SNS). Learn about the importance of building a brand around more than just products and gain insights into the intersection of fashion, culture, and business. Explore Fagerlind's experiences as a brand and creative strategy consultant, his involvement with other fashion retailers, and his role on the Swedish Fashion Council. Gain valuable lessons on turning personal interests into thriving enterprises and the power of cultural connections in business.