Sneakers! Michael Rich has been obsessed for almost as long as he can remember.

From his retail beginnings at age 16, Michael learned all aspects of the shoe business before launching Psudo, a DTC sustainable sneaker brand.

“These are your ‘running around’ shoes, not your running shoes,” Michael says on this episode of The Empowered Challenger.

Listen to this episode to learn how Michael is creating a show brand made entirely in the USA, how he thinks about customer acquisition (it’s all about the brand), as well as his vision for creating a “circular brand” that customers can return for repurposing and get a fresh look.