Business with Jelishka Maldonado
By Clara Sales
In the midst of the 2020 pandemic, when businesses were closing their doors and the world seemed to be in turmoil, Jelishka Maldonado found an unexpected opportunity that would reshape her life. What began as a small side project during a time of uncertainty has now evolved into a thriving global business. Today, Leek’s Sneaks is not just a brand—it’s a movement that blends art, sports, and passion.
A Sneaker Customization Journey
Leek’s Sneaks was born in the wake of the unrest and economic hardship that defined the early days of the COVID-19 pandemic. At that time, many people were looking for ways to stay busy, stay connected, and stay creative. For Maldonado, the spark of inspiration came from a local sneaker store in Atlantic City called Swapz.
It was there that she first met a group of store employees who suggested she take her art to the next level: customizing shoes. “I had always been into art, but I never thought about combining it with sneakers,” says Maldonado. “They told me my art would look great on shoes and that it could be a way to make some extra income.” What started as a way to pass the time and make a little money turned into something far bigger than she ever expected.
From Sneakers to Football Cleats
As she honed her skills, Maldonado’s designs began to gain attention, and her customer base grew. However, the breakthrough moment came when she made the leap from customizing sneakers to creating art for athletic shoes. Through a mix of experimentation and dedication, Maldonado began testing what types of paints and materials would hold up to the rough wear and tear of the football field.
“Football was completely foreign to me at first,” she admits. “I didn’t know anything about the sport. But the more I researched, the more I realized how much potential there was to merge my art with a functional product that athletes could actually use.” What started as a trial-and-error process—using friends’ and family members’ football cleats as guinea pigs—eventually led to the discovery of the perfect techniques and materials that allowed her designs to withstand the rigorous demands of the field.
Turning Passion into Profession
In 2022, after two years of growing success, Maldonado made the bold decision to leave her full-time job with the state to pursue Leek’s Sneaks full-time. “It was a scary decision, but I knew it was the right one. I had built something real, and it was time to go all in.”
Since making the leap into entrepreneurship, Leek’s Sneaks has exploded in popularity. Today, Maldonado has worked with athletes across 47 out of 50 states in the U.S., as well as internationally in places like London, Japan, Canada, and Mexico. Her portfolio includes collaborations with some of the highest-ranked athletes in the country, including NFL players.
A Social Media Sensation
Leek’s Sneaks has also built a massive following on social media. With over 20,000 followers on Instagram and nearly 50,000 on TikTok, Maldonado’s reach continues to grow. Her videos, which often feature the process of creating custom designs, have garnered millions of views and sparked a wave of inspiration among young athletes and sneakerheads alike.
“The support has been incredible,” says Maldonado. “I never imagined that my work would resonate with so many people. I’m just doing what I love, and the fact that it has turned into a business is honestly surreal.”
Impacting the Sports World
Maldonado’s unique designs have made a significant impact in the sports world, especially among football players looking to express their individuality. Her cleat designs are not just functional—they're a way for athletes to make a statement on and off the field. For many, wearing custom cleats from Leek’s Sneaks is a badge of pride, a way to stand out from the crowd and show off their personal style.
In addition to her success with athletes, Leek’s Sneaks has also opened doors for opportunities with major brands, partnerships, and collaborations. Maldonado's commitment to quality, creativity, and durability has earned her a reputation as one of the go-to names in the sneaker and sports customization space.
Looking Ahead
As Leek’s Sneaks continues to grow, Maldonado has big plans for the future. “I want to keep pushing the boundaries of what’s possible, whether that’s through new designs, new product lines, or new collaborations. There’s so much more to explore, and I’m just getting started,” she says with a smile.
From a small, pandemic-driven side hustle to a global business working with some of the most talented athletes in the world, Jelishka Maldonado’s journey is proof that sometimes the best opportunities come from the most unexpected places.
With a passion for art, a love of sports, and an unwavering commitment to her craft, Maldonado and Leek’s Sneaks are poised to leave a lasting impact on both the sneaker world and the athletic community.
Follow Leek's Sneaks on Instagram (@leekssneaks) and TikTok (@leekssneaks) for the latest custom designs and updates!
