The first product developed by this London firm was a footwear protection spray, marketed to “sneakerheads” — collectors of high-end trainers — on social media and sold via independent retailers. Co-founders and brothers Rizwan, 40, Imran, 37, and Nohman Ahmed, 31, signed up the retail giants JD Sports and Footlocker as clients in 2015 and extended the product line to include shoe cleaning kits, wipes and scuff erasers. In recent years the Ahmeds have absorbed Crep Protect into a new group called Undercover Brothers. Group sales hit £27.5m in the year to February and it has since secured a worldwide licence for Adidas shoecare.
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