Best foot forward

Though still at school, this ambitious young designer is seeing his shoe designs on the world stage.

By Jennie Mellberg & John Holton - Photography by Leon Schoots

Bendigo Senior Secondary College student James Campbell loves shoes – I mean, really loves shoes. The teenager started to collect footwear of all kinds from around the age of four, but it was when, as a Year 9 student, he saw a YouTuber applying their own special brand of creativity to them that his interest in retrodesigning sports shoes was kindled. “I remember thinking, I’d really love to do that for people in the Bendigo region,” James says. “I want to make something no one else has.” His first design was on a pair of Nike Air Force using just two colours, but it sparked plenty of interest. “I sold them two weeks later and realised I was onto something,” James remembers. “I set up an Instagram account and things really grew from there. I never expected it to take off like it has.” James’s process begins when someone approaches him with an idea or a request. He produces a mock-up design and then, if the client is happy, purchases the shoe of choice in the appropriate size and begins work. He uses paints purchased in the United States and leather that is cut and stitched to enhance many of his designs. “Depending on the complexity of the design, a pair of shoes can take anywhere from a few hours to a couple of weeks to complete,” James explains. “So far I’ve produced over 200 commissions.” His designs aren’t just grabbing the attention of his school friends, family and the local community. Recently, a pair of his shoes made it all the way to the Tokyo Olympic Games, worn by Australian Opals basketballer and AFLW player Tessa Lavey. The shoes feature the Olympic rings on the heel and golden flares along each side. “Channel 7 included a close-up of the shoes during their broadcast of an Opals game,” James says. “It felt awesome to have my design showcased in that way.” Basketballer Dyson Daniels, who plays with the NBA’s G League Ignite program, also has two pairs of James’s shoes. “It’s great to have high-profile sports people choosing my designs,”

James says. “I had my first overseas order last December and have now sold seven pairs around the world – including a pair to Latvia.” Once he finishes his VCE, James’s long-term plan is to have his own business. In the meantime, he’s doing his best to become as well known as possible – as quickly as possible. “I’ve always wanted to work for myself doing something I love,” he says. “So I’m hoping this is the pathway to achieving that. “My family has been a great support and really encouraged me to follow my passion. My aunty even ordered nine pairs to give as gifts to her staff and my grandparents often buy me supplies.” As he’s still too young to have a driver’s licence, James’s dad often helps him drop off local orders, while his mum helps with the media side of things. His school, BSSC, has also been a great support, treating his design work as a meaningful and valid pathway to life beyond VCE. “My art teacher is really happy for me to use the airbrush room if I need to,” James says. “Studying art at school has made me realise I’m much more interested in the practical aspects of design than in theory.” James is also studying VET outdoor recreation, physical education and business management as part of his VCE program. “I really love anything to do with the outdoors,” he says. “I play basketball and have loved sports all my life. I think sport, along with my business studies, really complements my career path.” While James has his future design pathway in his sights, he’s intent on finishing his VCE and sees BSSC as a great preparation for life beyond school.

“The college really encourages independent learning, but also offers great support,” he says. “There’s a much more relaxed atmosphere and a freedom to follow the things you’re passionate about.” James says the most important thing he’s learnt during his two years at the college is not to care so much what other people think of him. “If you focus on the people who don’t like you, or don’t support you, you’ll end up in a bad place,” he says. “BSSC is big enough and diverse enough that you find your people.” James is always seeking inspiration, both for his designs and his future business aspirations. If he could have a conversation with anyone, living or dead, it would be Elon Musk and the late NBA champion Kobe Bryant. “I’d ask them how to set myself up for success,” he says “…how to live my best life.”