By Ben Church, CNN
London (CNN) — On a boiling hot day in England, Jordan Dawson walks into a London pub with a tote bag by his side. He plonks it on the floor, its contents rattling around inside, before he digs inside and places a pair of soccer cleats (or boots in the UK) on the table.
“These are for Antoine Semenyo,” the 31-year-old tells CNN Sports. “These will be going to the World Cup.”
On request, Dawson then takes out more goodies from the bag, each boot adorned in a unique design that makes the otherwise plain white shoes pop with an authentic flash of personality.
These examples, like the hundreds of others he has designed over the years, make up a portfolio of work that has endeared him to the world of professional sports and has taken him to places he never dreamed of when starting his artistic career from his bedroom.
Now, though, Dawson is a man in demand, designing custom footwear for the top athletes on the planet. Much of his best work has come in the world of soccer, with Dawson creating personalised designs for the likes of Kylian Mbappé, Marcus Rashford, Enzo Fernández and Gigi Donnarumma – to name just a few.
This weekend, the designer will be in Budapest for the Champions League final, creating a pair of boots in collaboration with PlayStation. But it will also be a full-circle moment for Dawson, who will get the chance to watch a player who was his first client many years ago, Arsenal midfielder Declan Rice.
How it all began
A life mixing with the stars wasn’t necessarily on the cards when Dawson fell in love with art as a child.
“I drew since I was a kid,” Dawson says. “I remember sitting in my grandma’s conservatory drawing cartoons, and then you would always find me in the art classroom. I studied art at school and I always put my extra hours into it, whether that was in lunchtimes or after school.”
Over the years, he developed and fostered his obvious talent, experimenting with several techniques – from animation to painting and multiple avenues in between.
He went on to study at London’s Chelsea College of Arts, focusing on fine art. While there he learned how to create hyper-realistic portraits, which initially seemed like his calling, but getting a job in that field isn’t straightforward.
There just wasn’t a well-trodden path to employment with a fine art qualification, leaving Dawson wondering where he would channel his passion. To make ends meet, he started working in retail at the Nike Store in central London.
It wasn’t a job that scratched his creative itch, but it did at least get him close to his other passion: sneakers. He would take some of the spare shoes home with him and use them as a canvas for his designs, quickly putting together a small portfolio of work which combined his passions for shoes and art.
Catching a break
From that point, he slowly built up the courage to show his work to organizations, pitching around 30 different companies for collaborations.
“There’s definitely been a lot of knocks along the way, but I guess it’s taking that risk and putting yourself out there, making sure that at least you try, I guess,” Dawson says, reflecting on his journey.
Eventually, he did catch a break, and from a source very close to home. While still working at Nike, he pitched to his own company and was invited to be a designer for a London Air Force 1 campaign in 2018. It was a pivotal moment that triggered a wave of other work.
It was duri