Brandon Johnston and S2S Creations: Forged Through Sneakers, Culture, and Creativity

Brandon Johnston, the founder and owner of Soul 2 Sole Creations (DBA: S2S Creations), is a name that I hold in high regard both personally and professionally. I first met Brandon through my shop, and over the years, we’ve built a strong friendship rooted in our shared passion for sneakers, streetwear, culture, and the entrepreneurial grind. Through countless conversations in the store and collaborations on projects, our connection has grown into one of mutual support and admiration.

 

From Raleigh to Milwaukee: The Journey of S2S Creations

A Raleigh native, Brandon moved to Wisconsin in 2014 to play soccer for Carroll University. Even before his collegiate journey, Brandon had already gained valuable retail experience working in the running specialty field during high school, which sparked his interest in the anatomy and design of footwear. After graduating with a degree in marketing and graphics, he worked at one of the largest print companies in the country. When COVID-19 layoffs disrupted his career path, Brandon decided to lean into his knowledge of footwear and his passion for teaching.

He launched an online shoemaking class, teaching the fundamentals of crafting an Air Jordan 1. The class was a resounding success, netting $8,000 in profit, which he reinvested back into his brand. This was the start of what would become Soul 2 Sole Creations, a bespoke footwear brand that fuses craftsmanship, culture, and storytelling.

Bespoke Sneakers for the NBA, MLB, and Beyond

Brandon’s work is nothing short of remarkable. One of his early highlights came when he was asked to create a bespoke pair of Milwaukee Bucks-themed Air Jordan 1 Lows for P.J. Tucker, widely known as the NBA’s Sneaker King. The shoes, gifted to Tucker as a welcome gesture to Milwaukee, showcased Brandon’s intricate craftsmanship and eye for storytelling. Another standout project was crafting bespoke sneakers for Jrue Holiday, a Gold Medalist and former Bucks player, who received his custom kicks right at one of my business locations. I’ll never forget how that moment brought incredible visibility and energy to my shop—it was an honor to host such a collaboration.

Brandon’s talent has also been sought after by Major League Baseball, with the Milwaukee Brewers commissioning him to design two custom cleats for Hispanic Heritage Month. These cleats, worn by Willy Adames and Freddy Peralta, celebrated their Dominican heritage while showcasing Brandon’s ability to merge personal narratives with design. Most recently, Brandon took his craftsmanship to new heights by creating custom sneakers for headliners at Milwaukee’s Summerfest Festival, including Kane Brown, SZA, and Illenium.

 

A Friendship Built on Business, Culture, and Creativity

Brandon has been a tremendous supporter of my business over the years, something I deeply appreciate. When he visited my shop, we would spend hours discussing everything from sneakers and fashion to culture and the challenges of running a business. Those conversations were always inspiring and thought-provoking, and they created a bond that extended beyond the walls of my store. Even after Brandon and his wife moved back to Raleigh in October 2023 to be closer to family, we’ve continued to stay in touch, often catching up about life, business, and new creative ideas.

What I admire most about Brandon is his relentless drive to hone his craft. His work is some of the best in the country, and while he may not yet be a household name, it’s clear to me that his talent and dedication are paving the way for bigger things.

S2S Creations: Empowering Creativity Through Footwear

Now back in Raleigh, Brandon has opened a brick-and-mortar studio where he’s introducing people to the art of custom footwear. At S2S Creations, students can take classes in shoemaking, pattern making, and sneaker customization. Brandon also offers private consultations for anyone looking to design a one-of-a-kind sneaker. Whether someone wants to learn a new skill, work in the footwear industry, or start their own brand, Brandon is passionate about empowering others to explore their creative potential.

Looking Ahead

Brandon Johnston’s story is one of resilience, creativity, and community. He’s not just a brilliant craftsman but also a true advocate for the culture and a loyal supporter of those around him. I’m grateful for the friendship we’ve built and the opportunities we’ve had to collaborate over the years. As he continues to grow Soul 2 Sole Creations, I have no doubt that his work will leave an indelible mark on the world of footwear and beyond.

To learn more about Brandon and S2S Creations, visit his website at S2S Creations or follow him on Instagram at S2S Creations Main Account and S2S Creator Hub.