The Size? secret: The in-house sneakerhead running its social media

Luke Matthews doesn’t like the word “sneakerhead,” but he’s grown to accept it. “For me, they’re always trainers,” he says.

The 24-year-old tastemaker, who owns 120 pairs of those trainers, runs social media at U.K. shoe retailer Size? — part of the buoyant JD Sports empire. Matthews was nabbed for the job fresh out of university, having worked a part-time job on the Size? shop floor during his law degree. During his two-year tenure, he has used his ability to speak to fellow trainer lovers to double the retailer’s Twitter following and add 450,000 fans to its Instagram.