DeeJay Sneaks in Thomasville features designer sneakers
James Holt, co-owner of DeeJay Sneaks in downtown Thomasville, holds an iconic Air Jordan 1, with an array of other designer sneakers in the background. {Vikki Broughton Hodges/Davidson Local}
A self-proclaimed “sneakerhead,” James Holt said he is getting customers who want to buy, sell and trade designer sneakers from around the Triad to patronize his new store in downtown Thomasville.
In May, he and his wife, Vanessa Holt, opened DeeJay Sneaks, located at 8 W. Main St.
“It’s almost like a sneaker pawn shop,” he said with a laugh.
While most of the stock is new, he also has trade-ins refurbished for resale.
The designer kicks range from the retro Air Jordan 1, popularized by a licensing agreement between Nike and basketball superstar Michael Jordan, to Nike Air Force One and Nike LeBron 8 Space Jam Legacy.
In addition to athlete licensing, Holt added entertainers have also put their stamp on popular sneaker series such as Kanye West’s Yeezy Boost line and Pharrell Williams’ Human Race line, both with Adidas.
James Holt, co-owner of DeeJay Sneaks in downtown Thomasville, holds an iconic Air Jordan 1, with some apparel in the background.
{Vikki Broughton Hodges/Davidson Local}
“The sneaker business is a $5 billion industry right now,” he said, noting the popularity of designer kicks has been chronicled in a recent Netflix series called “Sneakerheads” and a 2015 documentary called “Sneakerheadz.”
Holt started a side hustle selling sneakers six years ago online through Facebook and Instagram as well as “out of the trunk of my car.”
When the space in the heart of downtown Thomasville became available, he decided to open the storefront. “We live here and I wanted to bring something different to Thomasville. I want to be part of the resurgence of downtown.
“It’s a central location between Charlotte and Greensboro,” he added, noting those are the closest places to find the kind of designer shoes he carries. “We get people from Concord, Winston-Salem, Lexington, Salisbury, Trinity and Archdale.
“People want the latest styles and hard-to-get shoes without traveling so far. They want the convenience of me having it in stock right now. So, I try to carry a little of everything. And I’m still finding out what people are looking for.”
While most of the sneakers are for men, DeeJay Sneaks carries some lines for women and a couple for children. He said males between 15 and 30 are his largest customer base.
The store sells some streetwear clothing, including its own branded basketball shorts and hats as well as jean shorts and Vlone brand T-shirts, which are popular in the hip-hop community. DeeJay Sneaks carries Sneakerheadz brand T-shirts made in High Point and Monkeyface and Risk Takers Limited apparel made in Greensboro.
As the weather cools, Holt will offer jogging suits and hoodies. “The sneakers and apparel go hand in hand.” He said some customers color coordinate clothing with their shoes.
Pointing out a poster in the shop on the history of the Air Jordan line, Holt admitted he indeed recalls getting his first pair of the iconic sneakers when he was young and a huge fan of Jordan during his years with the University of North Carolina Tar Heels and, later, the Chicago Bulls.
“There’s some nostalgia with certain shoes.” Holt has collected sneakers for years and has 400 to 500 pairs himself, some of which have made it into the store.
In addition to stocking the sneakers people are looking for, Holt prides himself on offering stellar customer service. He has worked in customer service in the banking industry, as a concierge booking agent with American Airlines and as an assistant manager of a Foot Locker store. As such, all that background has been incorporated into how Holt runs DeeJay Sneaks. “I’m trying to be the Chick-fil-A of sneakers,” he said with a smile.
Holt said the name “DeeJay” reflects a partnership with Desmond Coble, who started with him in the business in 2015. Coble is currently a full-time teacher but helps Holt on the weekends.
Hours are 11:00 a.m. to 7:00 p.m. Monday through Saturday.
