Proof Culture — From Custom Sneaker Restorations to a Scalable Amazon Success Story
A Customer Evidence Film for Amazon’s Black Business Accelerator
Proof Culture is a Cleveland‑based sneaker care brand built by sneakerheads, for sneakerheads. What began as a small custom‑sneaker restoration service evolved into a fast‑growing product company offering premium laces, crease protectors, cleaners, and accessories — all designed to help people “stay fresh, no stress”.
Amazon partnered with Watts Media to tell the story of how Proof Culture transformed from a service‑based hustle into a scalable e‑commerce brand through the Amazon Black Business Accelerator Program (BBA). The result is a deeply human Customer Evidence film about entrepreneurship, community, and the power of access.
The Challenge
Turn a service‑based sneaker restoration business into a scalable product brand
Founder Tiffany White built Proof Culture from the ground up, restoring sneakers one pair at a time. But as demand grew, she hit a ceiling:
Service work couldn’t scale
Quality suffered when volume increased
Growth depended entirely on her time
The turning point came when she noticed customers repeatedly sending in the same model of shoe — always with destroyed laces. That insight sparked a simple question:
“How hard could it be for us to just make our own laces?”
The answer changed everything.
The Opportunity
A product customers loved - and a platform built to scale it
When Proof Culture launched their first replacement laces, customers loved them. That success opened the door to a bigger idea:
Expand beyond custom work
Build a product line sneakerheads actually needed
Test demand on larger platforms
At the same time, Tiffany saw an ad for the Amazon Black Business Accelerator — a program offering training, community, and hands‑on support for Black‑owned businesses.
For an entrepreneur navigating everything alone, it was a lifeline.
Our Approach
A documentary‑style story about resilience, community, and transformation
Watts Media traveled to Cleveland to capture Tiffany’s journey in her own words — the loneliness of entrepreneurship, the leap into product development, and the moment she realized Amazon could help her scale.
The film centers on three narrative pillars:
1. The Emotional Reality of Entrepreneurship
Tiffany speaks candidly about the isolation of building a business:
“Being an entrepreneur is a very lonely endeavor… you’re doing this by yourself.”
This vulnerability grounds the story in authenticity — the heart of Customer Evidence.
2. The Shift From Service to Scalable Products
Proof Culture now offers:
Premium replacement laces
Crease protectors
Sneaker cleaners
Storage solutions
Accessories designed for sneaker lovers
The film shows how one insight — trashed laces — sparked a product line that could grow far beyond Cleveland.
3. Amazon’s Black Business Accelerator as a Catalyst
Through BBA, Tiffany gained:
A community of sellers
Training and listing optimization
Product research support
A network of peers who “looked like her”
A platform where her products could reach national customers
At her first BBA event, she casually shared tips with a few entrepreneurs — and suddenly found herself surrounded by a crowd taking notes.
“That’s what creating space for people does.”
This moment became the emotional centerpiece of the film.
Production Execution
Capturing authenticity in the Proof Culture community
Watts Media filmed:
On‑location interviews with Tiffany
Real interactions with fellow BBA entrepreneurs
Product development moments
Sneaker care demonstrations
Scenes of community, mentorship, and shared ambition
The visual language mirrors the brand: clean, bold, and rooted in sneaker culture.
The Outcome
A powerful Customer Evidence story about access, scale, and legacy
Through Amazon, Proof Culture transformed from a local service business into a national product brand. Tiffany now has:
Scalable revenue
Resources to reinvest in the business
A growing product line
A supportive entrepreneurial community
A legacy she can pass on to her family
“I’ve actually grown it because of my ability to sell products on Amazon.”
For Amazon, the film demonstrates the real impact of the Black Business Accelerator. For Proof Culture, it’s proof — literally — that entrepreneurship doesn’t have to be lonely.