If case you haven’t noticed, the trainer industry has had an incredible past 12 months with sold-out drops and some iconic collaborations. With the industry constantly evolving with resellers getting involved and celebs dropping new collabs, it makes sense that London-hailed rapper Fredo would launch his multi-million-pound partnership with sneaker specialist and retailer, Kick Game.

With a plethora of hits under his belt such as the chart-topping hit “Funky Friday” and the smooth sailing “Ready” record with Summer Walker, it’s clear that the rapper has dominated the music game and is ready to conquer another industry. The groundbreaking partnership comes as the store celebrates having a 600% growth in the past year alone just in online sales, and a turnover from just £2 million to £15 million in the space of a year.

Speaking on the collaboration, Robert Franks, the Co-Founder of Kick Game said, “Kick Game’s revenue over the last 12 months has grown from £2million to £15million placing us as potentially one of the fastest-growing companies in our sector. This investment is ground-breaking for a business of our kind  – the fan-base overlaps and it made complete sense to partner with Fredo.”

With the brand recently opening its first store in the Midlands and collaborating with Jourdan Dunn and Eva Apio for International Women’s Day, it’s clear that the specialists are taking things to new heights, and with Fredo involved it’s only going to get bigger. Chatting to us virtually on the new partnership and venture, Fredo serves up an insight into why he’s making the jump from music to fashion, what we can expect from the partnership and his favourite sneakers.

Check out the interview below…

When did your obsession with trainers start?
My obsession with Jordan’s started late maybe around 17 or 18, but I got my first pair as a gift when I was playing basketball when I was like 8. Jordan 13s, I don’t even like them that much they were black red and white the colour Micheal Jordan played in.

A lot of people are obsessed with trainers – why is that do you think?
I think people are obsessed with trainers because they’re the world’s best and most simple accessory, better than watches, chains, rings, cars – not everyone can collect those things but we can all get some trainers.

What in particular appealed to you about Kick Game as an investment?
I met the Co-Founder Rob and his passion and love for trainers like mine was interesting. I started coming through more regularly until we came up with the idea of me getting involved. It was really natural and made sense, I felt a good vibe in the shop and see a much bigger picture for the company, like Rob.

Have music and fashion always been two things that have gone hand in hand for you?
I’ve always wanted to be involved in different things it’s just about choosing the right business. Music doesn’t last forever but I think trainers will.

Who is your footwear inspiration? And who do you think has the best collection of trainers?
Mark “Mayor” Farese from New York without a doubt has the best collection in the world. He is the original sneaker collector. If you claim to know about trainers and you never heard of the mayor you’re a liar.