There are companies that sell shoes. And then there are companies that shape the way an entire generation experiences them. Eastbay was the latter... and most people have no idea how improbable the whole thing was.

Art Juedes and Rick Gering started Eastbay out of a store in Wausau, Wisconsin. Two coaches with 16 years of combined college education, zero business courses between them, and a vision that shoe stores in this country were failing athletes. No one specialized. No one had inventory. No one knew what they were talking about when you called. So Art and Rick decided they would be the ones who did.

What followed was one of the most consequential stories in sneaker history... one that most of us lived through without ever knowing the people behind it.

In this episode of Outside The Box, Nick sits down with Art and Rick to talk about the moment Nike pulled 40% of their business overnight because Eastbay was too successful at mail order, how Shaquille O'Neal showing up to a Nike meeting in all Eastbay gear helped get them the exclusive back, the tent sales in Wausau where Air Jordans moved out of a parking lot and lines stretched for half a mile, Kevin Plank pitching Under Armour to them before Under Armour was anything, and why they invested $100,000 in a digital camera in 1989 so they could produce a catalog every three weeks while Phil Knight was asking how they did it so fast.

Nick's personal connection to Eastbay runs deep... four siblings fighting over one catalog until his mom finally ordered a fifth. He built the original Eastbay Blog for Sole Collector. And this conversation is, as he puts it, probably one of the most important sneaker history conversations he's ever had on any show.

Art and Rick's new book, The Book of Eastbay, is available now at BookofEastBay.com. All profits go to the Little Warriors Foundation, a childhood cancer charity.

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