From his days as a decathlete to a pioneer in the footwear industry, Justin’s story is nothing short of inspiring. “Hope and I first met at a track meeting during our college days. She was a dedicated heptathlete, while I represented the Catholic spirit of the University of Notre Dame. Our shared love for sports and an active lifestyle laid the foundation for our creative partnership,” he reminisces. This meeting of minds ignited a spark of inspiration that would revolutionize the footwear industry. With the goal of seamlessly blending sportswear and fashion, the Schneiders embarked on a transformative journey together. “We’ve always believed in the power of combining sportswear with style,” Justin shared.

The Schneiders’ journey from college athletes to footwear innovators is a testament to their shared determination and resilience. After college, Justin pursued a career in footwear design, starting with Adidas and later moving to New Balance. Recalling his early days at Adidas, Justin vividly describes his first project: a modular track spike for multi-event athletes. But it was a conversation with his design director that truly shaped his approach to design.

“I remember my design director asking me, ‘What does every athlete want?’” Justin recounts. “And I said, ‘Well, they want lightweight, comfortable shoes with support.’ But he stopped me and said, ‘No, every athlete wants to win. That’s their purpose.’” It was this pivotal moment that inspired Justin to rethink his approach to design. “He challenged me to think about how we could inspire athletes to win with our shoes, and that’s a philosophy that I’ve carried with me ever since,” he explained.

The inspiration behind Wolf & Shepherd’s name and philosophy is as unique as the brand itself. Justin and Hope, both former athletes, found themselves drawn to the characteristics of a wolf and a shepherd. The wolf embodies ambition, drive, and fearlessness, while the shepherd represents guidance and support. “It’s about empowering individuals to perform at their best, whether they’re on the track, in the office, or out on the town. And that’s the ethos that drives everything we do at Wolf & Shepherd,” Justin added.

Combining the comfort of athletic shoes with the style of dress shoes posed a bold challenge for Justin and his team. Limited financial resources and sourcing materials globally initially presented obstacles. When I asked Justin about the challenges of blending athletic comfort with the dress shoe style, he highlighted the financial hurdles they faced at the outset. “Starting the business with limited funds was tough,” he admitted. “Finding factories willing to produce our innovative designs was a challenge, especially with high minimum order quantities in Asia.” However, these challenges fueled innovation, leading to the creation of unique designs that prioritize both comfort and style. “We take a holistic approach, marrying these elements together to create something truly unique. It’s not just about the product; it’s about the story we tell,” he explained.

When I asked Justin about his daily inspiration for designing shoes, he emphasized the evolving landscape of fashion and technology. “The most inspiring thing for me is the fusion of worlds. Traditionally, brands were either sportswear giants or fashion icons, but our generation craves both,” he said.

Thus, Wolf & Shepherd’s authentic positioning in the footwear industry was born from a blend of sportswear and fashion influences. “Our narratives and products resonate with our generation’s desire for quality, comfort, craftsmanship, and innovation,” Justin explained.

As fashion culture shifts toward valuing comfort, style, and functionality in footwear and beyond, Wolf & Shepherd plays a unique role. “We represent the emerging brand for the multi-hyphenate individual, those who excel in multiple roles simultaneously. Whether it’s being a parent, a CEO, or both, we believe in winning in all aspects of life. Our products cater to diverse lifestyles, inspiring the next generation to redefine success on their own terms. From the ground up, we’re committed to supporting individuals in their journey to success, making strides towards a global lifestyle brand that will endure for generations to come,” Justin elaborated.

Wolf & Shepherd’s future is marked by monthly style launches and retail expansion, such as their Madison Avenue store. They plan to open fifteen more stores in the next three years, focusing on omnichannel growth and targeting international markets such as Europe and Northeast Asia. While their origins lay in men’s shoes, their mission transcends gender boundaries. Justin underscores their commitment to inclusivity, stating, “It’s for all people.”

Get to know Justin better:

1. In the intersection of fashion and athleticism, which innovation or trend excites you the most?
   It’s all about striking a balance between fashion and function, catering to the smart casual trend where clothing not only serves its purpose but also looks great in any setting. With a surge in the sneaker category in both North America and Europe, brands are emphasizing comfort alongside an elevated aesthetic. Incorporating Italian ripstop and leather into our trainers and sneakers, along with premium features like hot melt welt, excites us. Influenced by brands like Moncler and Fear of God, we’re crafting our own unique products that strike the perfect balance between fashion and function, catering to the smart casual trend
2. Everyone has a personal “soundtrack” to their life’s journey. Name a song that encapsulates your vision for a better future.
   With five kids, our household is filled with lively energy and joyful tunes. Their singing serves as a constant motivator in our lives.
3. Headline from 2050 with TrooRa: “World now runs on _______!” Fill in the blank based on your wildest prediction.
   World now runs on Human Ingenuity: Leadership, Creativity, and Relationships at the Forefront.” In a futuristic society where technology dominates, human qualities like leadership, creativity, and relationship-building reign supreme, shaping the very fabric of our world.
4. We believe in the power of stories. Share an anecdote from your past that shaped your perspective on wealth, equity, or community service.
   Starting with minimal capital, my wife Hope and I embarked on building a premium product, often leading others to assume we came from money. However, wealth, to us, means having the resources necessary to grow our business, support our team, and provide for our families. From an equity standpoint, we feel a deep obligation to those who invest in us, striving to grow their equity.
5. Everyone has a favorite curse word or catchphrase they use (maybe more often than they’d like to admit). What’s yours and why?

My go-to phrase is, “I’ll give it my all.” It’s a reminder to approach each day with determination and dedication, focusing on putting forth my best effort regardless of the outcome. It acknowledges that I have limitations but emphasizes the importance of giving everything I have to whatever I’m doing.