business & i rofessional >> on the cover

Inspired by his kids' passions,
a West Bloomfield dad
becomes a sneaker connoisseur.

Lynne Konstantin I Contributing Writer

Andy Beletskiy, with sons Jordan, left, and Noah, right, namesakes of Nojo Kicks

CONTINUED FROM PAGE 1

hard-earned success that Beletskiy has
achieved: his family.
had everything they owned of worth stolen
"I live and die for them:' says Beletskiy
from them.
of his parents, his wife, Ericka, and his
"We had nothing," Beletskiy says. "We
sons, Noah, 15, and Jordan, 14. "My kids
didn't speak any English. We didn't know
are everything to me:'
anybody"
So when his kids became interested
First placed in public school, Beletskiy
in the basketball sneaker culture that
has staked an iconic claim (in 2012,
and his brother then entered a Russian
immigrant program at
Nike's LeBron James
Yeshiva Beth Yehudah
line grossed $300 mil-
in Oak Park, where
lion in the U.S. alone)
in L.A., New York City
he prospered. He
and Miami, Beletskiy
then attended Akiva
Hebrew Day School in
took note — and began
Southfield (and had his
researching and collect-
bar mitzvah in Israel)
ing with his sons.
before graduating from
Always a collector —
Andover High School
his office brims with
and heading to Eastern
Lions, Tigers, NASCAR
and golfing memorabilia
Michigan University to
study marketing and
— Beletskiy knew how
business.
to find the good stuff. He
During his time at
bought his first shoes,
a pair of Nike LeBron 8
Eastern, he got a foot
Memorabilia, including signed
in the door in the steel jerseys, photos and more,
South Beach for $500, at
business as a sum-
a shop in South Beach,
spread across the steel wall of
mer intern, and by his
and he was hooked.
the store
senior year, he had
Soon, he says, "we met
a young man at a local
volunteered to work the
night shift. Eventually, Beletskiy became
Foot Locker who was great with my kids
the third highest-selling salesman in a
and began educating and directing us:'
company that grossed $700 million per
Beletskiy was getting serious about net-
year.
working and buying sneakers; and soon,
This year, Beletskiy's own steel compa- instead of buying four pairs of shoes at a
ny, West Bloomfield-based Rapid Metals, time, he was buying 80.
celebrates its 10-year anniversary. He
So he decided to kick it up a notch.
also owns an inline transportation com-
In 2013, he launched Nojo Kicks online
pany and works in real estate with select
(nojokicks.com) and, not the type to forget
clients. "It's been busy," says Beletskiy,
a kindness, recruited his friend from Foot
Locker, Aaron Fields, to work with him,
43. "It's a little overwhelming:'
collecting and building inventory.
Why does he keep adding layer upon
layer? Because of the icing on top of the
"Aaron shared the vision of what I want-

ed to create says Beletskiy, who made
Fields a co-owner.
His vision was this: to create a cultural
hot spot that would be a destination for
"sneakerheads" and others interested
in the broader sneaker culture. He had
learned from the best of the best in the
business and had amassed a collection of
rare, unique and signed sneakers, plus jer-
seys, hats, T-shirts, jeans and more.
He wanted to create an elevated version
of what was already available, to not only
put Detroit on the map in the high-end
sneaker business, but also make it a leader.
And he wanted to do it in a venue that
was not just a sneaker store, but a luxury
gallery-style boutique that would showcase
his carefully curated collection.
A mutual friend connected him with
Dan Mullen, vice president of leas-
ing and development at Bedrock Real
Estate, owned by Quicken Loans founder
Dan Gilbert. This past June, Nojo Kicks
(named after Beletskiy's sons, Noah and
Jordan), launched with a soft opening
in Downtown Detroit's The Z, owned by
Bedrock. There were 175 people sleeping
outside, waiting for the doors to open.
"We gave everyone a donut and juice,"
Beletskiy says.
Putting to use his knowledge of steel,
Beletskiy created an engaging and user-
friendly industrialized space: Steel tubing
suspends from the ceiling and a 40-foot
wall of galvanized steel spreads across the
store, displaying hundreds of shoes, some
shrink-wrapped, like works of art, to protect
from the skin's natural oils. Rare and signed
jerseys, hats and plaques, from Michael
Jordan, Magic Johnson, Larry Bird and more,
line the walls. An upstairs lounge, with lush
leather couches, encourages customers to try
on shoes, watch TV or play Xbox.

Among his one-of-a-kind and limited-
edition stock is Nike Yeezy designed
by Kanye West, Adidas Pro Model II
Collection by Big Sean (there are two pair
in the world; Nojo has one; Big Sean has
the other), Air Mag (the cult icon of Back
to the Future), the Drake-designed OVO
(which, at $8,500, is his highest-priced
shoe) and more.
"It's not only about the goods and the
memorabilia:' Beletskiy says. "It's also about
the structure. It's about the experience:'
The experience has been drawing
customers from Detroit and its suburbs,
New York and L.A., Ohio and Toronto.
Members of the Detroit Pistons, Detroit
Lion Ndamukong Suh, Eminem, rapper
Stalley and Royce da 5'9" and more have
visited, and word continues to spread.
The store's success also allows Beletskiy
to continue another of his hobbies at a
higher level: giving back to the local com-
munity, to the Jewish community and
individuals he encounters on the street.
"I always tried my best in school and
worked hard, but I was never an A-plus
student:' Beletskiy says. "I like to help
people out, whether it's a child in need or a
kid who's trying really hard and could use
some accolades:'
So what do his kids think of him now?
At first, "I spoiled my kids rotten, espe-
cially my older one because he got into
sneakers first:' Beletskiy says. "But they
take great care of their shoes, and are very
knowledgeable. And they work. So now I
make them buy their own.
"We've always been close he adds. "But
yeah, they think I'm pretty cool now And
their friends love when I do carpool."

❑

Nojo Kicks, 1220 Library St., Detroit (313-656-

4402; nojokicks.com ).

October 9 • 2014

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