O’Shea Jackson Jr. and Pete Davidson are co-starring in the after-market sneakers comedy American Sole for STXfilms. Kevin Hart and Chris Paul are on board to produce the film based on the fastest-growing area of in-demand streetwear.
Ian Edelman is directing the comedy that follows two twentysomethings (Davidson and Jackson) with mountains of college debt who use the fast cash of after-market sneaker reselling to achieve their American dream. But when their startup runs out of cash and a shady investor is their only way out, the dream quickly becomes a nightmare.
Hart will produce through his Hartbeat banner with Paul producing through his Oh Dipp!!! Productions banner along with Jake Stein, who will produce through his Scondo Productions label. The film marks Paul’s first feature film as a producer.
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“American Sole is a story about the highly exciting, very profitable sneaker industry and the secondary sneaker market. With my own personal passion for sneakers and the culture that drives it, I’m excited to be a part of telling this entertaining story,” said Paul.
Stadium Goods, the world’s premier sneaker and streetwear marketplace, serves as a consulting producer on the project. John McPheters, on behalf of Stadium Goods, serves as an executive producer along with HartBeat’s Bryan Smiley. Drew Simon and Patricia Braga will oversee the project for STXfilms.
“We’re always looking for ways to tap into the zeitgeist, and anyone who’s paying attention to popular culture around the world knows that this particular trend authentically marries the worlds of fashion, music, sports and business and this project has garnered genuine interest in all of those key verticals. We believe we have assembled a dream team of filmmakers, and with the cast led by Pete, we couldn’t ask for a more exciting fit for STXfilms,” said Adam Fogelson, chairman of the STXfilms Motion Picture Group.
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The sneaker resale market is one of the fastest-growing segments of the fashion industry, having reached $2 billion, a figure that is expected to triple by 2025. With brands manufacturing rare models in extremely limited runs, some of the most highly sought-after kicks have fans shelling out as much as $50,000 for a prized collectible pair. In August 2019, Stadium Goods partnered with Christie’s to auction the Air Jordan 1 High “‘Shattered Backboard’ Origin Story” for $615,000, the record for the most expensive shoe ever sold.