This story requires our BI Prime membership. To read the full article,He's the founder and creative artist of, a Texas-based customization shop for footwear, where he executes his own design takes on popular shoe models for customers who want something different.
"It's kind of like buying a car," Danklefs said of his customization process, which involves working with existing sneaker models to create something unique. "And then you put a stereo system in it and a new paint job and rims and tires. You know, once it's yours, you can customize it how you want." "I got into it originally because my brother always had cooler shoes than I had," he said of his early days as a shoe artist.
Eventually, Danklefs was working 50 hours a week as an energy-efficiency consultant while handling his customization business during his free time. James posted a photo of the shoes on his social media accounts and wore them on the cover of Sports Illustrated Kids. Last March, Danklefs partnered with Corona Extra to design 12 pairs of Texas Longhorns-inspired Jordan 3s, which were part of a special giveaway during March Madness."That was definitely one of the most unique pairs that I've ever made," Danklefs said of the shoes, which had a midsole painted with sand-textured paint to resemble the beach, an essential part of Corona's branding.Danklefs said each job varies in cost and can range between $300 and $2,500 per pair.