Crep Protect was established in 2012 in London with the goal of creating high-performance products that help extend the life and appearance of premium sneakers. At a time when sneaker collecting was becoming increasingly popular, the founders recognized that consumers needed products specifically designed for modern materials such as suede, nubuck, canvas, knit fabrics, and leather. [1]

The brand quickly gained attention with its Crep Protect Spray, which forms an invisible, water-resistant and stain-resistant barrier on compatible footwear. Viral demonstrations showing water beading off treated sneakers helped establish the company’s reputation among sneaker enthusiasts worldwide. [1]

Over the following years, Crep Protect expanded internationally and built a presence in more than 52 countries through sneaker boutiques, sporting goods retailers, fashion stores, and online marketplaces. [1]

Crep Protect positions itself as more than a shoe cleaning company. Its philosophy centers around:

• Protecting sneaker investments

• Extending the lifespan of footwear

• Supporting sneaker culture

• Blending sneaker care with fashion and lifestyle

• Promoting premium maintenance rather than replacement

The company frequently uses the slogan: “The World’s Leading Sneaker Care Brand.” [1]

Crep Protect offers a wide range of sneaker maintenance products. [2]

Protection

• Crep Protect Spray

• Rain and stain repellent coatings

• Water-resistant treatments

Cleaning

• Cure Cleaning Solution

• Foam X Cleaner

• Cleaning Kits

• Premium brushes

• Microfiber cloths

Wipes

• Individually wrapped sneaker cleaning wipes

• Dual-texture cleaning surface

• Designed for quick cleaning while traveling

Suede & Nubuck Care

• Suede Reviver

• Erasers

• Specialized brushes

Deodorizing

• Pill inserts

• Freshening sprays

• Shoe deodorizer products

Storage

• Sneaker Crates

• Stackable storage boxes

• Dust protection solutions

• Travel bags

Accessories

• Laces

• Cleaning towels

• Travel kits

• Gift packs

• Shoe trees (varies by region)

The company’s signature innovation is its super-hydrophobic protective coating. After application, compatible footwear develops an invisible layer intended to repel liquids such as:

• Water

• Mud

• Coffee

• Juice

• Light stains

The coating is designed to reduce liquid absorption, making spills easier to wipe away before they set. Actual performance depends on factors such as shoe material, application technique, and ongoing maintenance. The company recommends following its instructions and reapplying the product periodically. [2]

Many Crep Protect products are intended for use on:

• Leather

• Suede

• Nubuck

• Canvas

• Knit

• Mesh

• Primeknit

• Flyknit

Some delicate materials may require extra care or may not be suitable for every product, so users are advised to check the manufacturer’s instructions before application. [2]

Crep Protect has grown into a global brand distributed across:

• Europe

• North America

• Asia

• Australia

• Africa

• Middle East

Its products are sold through:

• Sneaker boutiques

• Sporting goods retailers

• Fashion stores

• Department stores

• Online retailers

• The official Crep Protect website

The company states that its products are available in more than 52 countries. [1]

Crep Protect has collaborated with several notable names and organizations, including:

• DJ Khaled

• National Basketball Association (NBA partnership)

• atmos

• 24 Kilates

These collaborations often feature limited-edition packaging, co-branded products, or promotional campaigns tied to sneaker culture. [1]

According to the company:

• Ranked 2nd in The Sunday Times Fast Track 100 as one of the UK’s fastest-growing independent companies.

• Recognized by the Financial Times as Europe’s fastest-growing fashion brand during its period of rapid expansion.

• Became a worldwide license holder for Adidas Shoe Care. [1]

Crep Protect primarily serves:

• Sneaker collectors

• Sneaker resellers

• Fashion enthusiasts

• Athletes

• Streetwear consumers

• Everyday footwear owners

• Retail shoe stores

The brand has become especially popular among owners of premium sneakers from brands such as Nike, Adidas, New Balance, PUMA, and Jordan Brand.

Crep Protect’s marketing strategy emphasizes:

• Social media campaigns

• Sneaker culture

• Product demonstrations

• Influencer partnerships

• Music collaborations

• Sports sponsorships

• Viral before-and-after cleaning videos

Its advertising often highlights the effectiveness of its protection spray and cleaning products through visual demonstrations of liquid repellency and stain removal. [1]

Crep Protect is generally regarded as one of the leading brands in the sneaker care industry and has developed a strong following among sneaker enthusiasts. Many users report positive experiences with its cleaning products and protection sprays, while others note that results can vary depending on the shoe material, application method, and expectations. As with many protective coatings, periodic reapplication is commonly recommended. [2]

1. Crep Protect

2. About Crep Protect Products – CrepProtect