Jo Farah transitioned from a corporate career to founding Sneaker LAB, a pioneering biotechnology-driven premium shoe care brand, renowned as the sustainable scientific authority in sneaker care. Sneaker LAB has collaborated with renowned brands like Christian Dior, Karl Lagerfeld, and Nike, and serves as the official global care partner for New Balance. With products available in over 64 countries across all major markets, join us as we go INSIDE the world of an innovator proudly taking South Africa to the world 00:00 - Introduction and Background 01:42 - Growing Up in a Lebanese Family 03:00 - The Inspiration from Jo's Father 05:00 - Early Influences in Fashion and Sneaker Culture 08:03 - Transition from Corporate to Entrepreneurship 10:45 - Founding Sneaker LAB: The Spark of an Idea 14:00 - Finding the Gap in the Market 17:25 - Building the Brand and Logo for Sneaker LAB 20:15 - Sustainability and Biotechnology in Sneaker Care 24:00 - Launching Sneaker LAB: The First Big Break 28:05 - Rapid Growth and Expansion of the Brand 30:45 - Developing Products: The Cleaner and Protector 33:05 - The Science Behind Sneaker LAB's Probiotic Technology 37:00 - Partnering with Global Brands Like New Balance 41:00 - Taking Sneaker LAB International 44:05 - Milestones and Manufacturing in South Africa 48:00 - The Future of Sneaker LAB 52:00 - Advice for Aspiring Entrepreneurs 57:00 - Reflections on the Journey and Challenges 1:02:27 - What is the Meaning of Life?