Meet the Sneaker Doc: The Birmingham Shoe Whisperer Trusted by Football Stars
As Birmingham bid farewell to its oldest independent shoe store after more than 40 years, it marked the end of an era for the city once known for its bustling trade scene. But while traditional cobblers are disappearing, a new wave of craftsmanship is thriving—just behind Brindleyplace.
Meet Reece Jones, better known online and to his celebrity clientele as The Sneaker Doc. At just 24, the Dudley-born entrepreneur has carved a name for himself reviving worn-out footwear—bringing battered trainers and designer kicks back to life.
Cleaning Kicks and Building a Brand
Reece’s journey began during the pandemic, when he picked up part-time work at Sneaker Doc while juggling car valeting gigs. Fast forward to today, and he’s running the show, transforming trainers from a sleek workshop on Sheepcote Street, Birmingham city centre.
What started in Halesowen in 2018 is now a social media-fuelled success story. With tens of thousands of followers and high-profile clients like Jack Grealish, Ollie Watkins, and UFC champion Leon Edwards, Reece has become the go-to guy for those looking to refresh their footwear.
“We’re a modern version of an old-school trade,” Reece explains. “The idea is to help people get more value out of their shoes. If you’re spending £400, £500, even £1,000 on a pair—why throw them away when you can restore them?”
More Than Just a Clean
The Sneaker Doc offers everything from deep cleans (£40 per pair) to full restorations—think sole re-gluing, anti-yellowing treatments, and even custom dye jobs.
“I’ve worked on everything—Gucci, Dior, Louboutins, down to everyday New Balance and Nikes. Some customers bring in their entire collection, ten or fifteen pairs at once.”
Time in the workshop can range from 30 minutes to over five hours, depending on the job. “I don’t stop until I’m proud of the result,” says Reece. “If you’re paying for it, I want you to walk out happy.”
A Community-Driven Business
Despite his success, Reece remains grounded, crediting the local community and word-of-mouth for building the business.
“We started getting traction after working with places like Selfridges and Harvey Nichols. That gave us a platform, but it’s the community and our repeat customers that keep us going.”
He’s now working on his own line of sneaker care products while eyeing up expansion, including hiring staff to help with rising demand.
With the price of new shoes climbing—“Nike Air Force 1s used to be £70, now they’re £130”—many customers are looking to extend the life of their kicks rather than constantly replace them.
“One woman told me her husband used to buy a new pair every month, but now they come here. It’s saved them a fortune.”
As festival season approaches and summer plans kick off, The Sneaker Doc is entering its busiest time of year—getting Brummies (and their shoes) ready for anything.
