GOAT is an app/website where you can buy and sell shoes. Eddy Lu and Daishin Sugano were two college friends that were sick of their boring mundane corporate jobs. They quit their jobs on the same day to begin working on GOAT. it would be many years, and many failed business ventures, before the duo found the right formula by tapping into the passionate ranks of sneakerheads. GOAT is one of the biggest marketplaces for sneakerheads. I have used GOAT on many occasions and have always been satisfied. GOAT has become the main app that I use to buy sneakers. A few of their early business endeavors that never stuck included an import/export business, a golf apparel company, and an online tea business. They also built countless 99-cent gaming apps for iPhone users, but nothing stuck. One day the two wandered into a Beard Papa’s restaurant in LA, loved the food, and decided to franchise the Japanese chain for some “passive income” while they worked on their projects. However, this was during the 2008 financial crisis and as a result, kept them looking for new ideas. They moved to Chicago in hopes to grow the Beard Papa’s restaurant. While being in a new city they saw how hard it was to meet new people, so they created the app GrubWithUs. GrubWithUs is an app that you could use to meet people to eat with. Eventually that startup fizzled out. One day Sugano, who is a big sneakerhead received a fake pair of Jordans. After this he complained to Lu that the sneaker market had no good authentication process. After that moment the two created GOAT in July of 2015. Ever since Goat has been one of the top marketplaces for sneakers and is widely trusted for authentication.