The start-up represents more than a cleaning business. It is an educational initiative aimed at transforming how Africans think about footwear consumption and disposal.

From Personal Frustration to Environmental Mission

Five years ago, Gordon repeatedly found himself discarding sneakers that were not worn out but just dirty. Unable to properly maintain his footwear, he would simply buy new pairs. This pattern led him to investigate where discarded shoes actually end up.

What he discovered alarmed him. In Ghana, old sneakers often wind up in landfills, drainage systems, or the ocean, where they persist for over 80 years due to non-biodegradable materials. With global annual production exceeding 22 billion pairs, the scale of potential waste becomes staggering. The problem hits particularly hard in Africa, where sneaker recycling infrastructure remains virtually non-existent, unlike emerging systems in Europe and Asia.

A Solution Built on Knowledge, Not Just Service

KleanKickx approaches sustainability through education first. Fay recognized that many Ghanaians lack knowledge about proper sneaker maintenance, leading to premature disposal.

"We are reimagining the footwear industry through innovative, tech-driven solutions to reduce waste and create a circular economy," Fay explains. The platform offers professional cleaning and restoration for all sneaker types, canvas, leather, suede, high-tops, low-tops, and limited editions while teaching customers sustainable care practices.

Fay himself once wasted water by soaking his shoes improperly. Now, the Air Force sneakers he owns for two years now still look fresh, simply through correct maintenance techniques.

Building on Berlin Experience

Fay's vision was shaped by graduate studies in project management in Berlin, where he worked with impact focused start-ups, including a plant based food tech company and a carbon capture initiative. These experiences convinced him that Africa's sneaker waste challenge could be addressed through research, technology, and collaborative innovation.

Beyond Cleaning: A Circular Economy Vision

Within five years, Fay envisions KleanKickx becoming a learning hub where students study sneaker technology, life cycle analysis, and circular economy systems. Plans include partnering with European recycling leaders to establish exchange programs.

The start-up intends to introduce community aggregators who collect old sneakers for repurposing or recycling. Discarded footwear could be transformed into playground surfaces, yoga mats, bags, or slippers creating value while reducing environmental damage.

Additionally, KleanKickx aims to distribute quality sneakers to children in underserved communities.

Launch on the Horizon

The company is preparing for its official launch in mid December 2025, after which it will roll out a comprehensive public education campaign encouraging Ghanaians to extend the life of their existing footwear.

For aspiring entrepreneurs, Fay's advice is straightforward: observe your surroundings carefully, identify problems that genuinely matter, and commit to solving them through collaboration and persistence.

As KleanKickx prepares to launch, it is asking Ghanaians a simple question: What happens to your sneakers before you throw them away?