Joe Herbert is a 19 year old reseller out of Eugene, Oregon who specializes in the resale of sneakers. Using an advanced desktop computer, and something called sneaker bots, Joe manages to buy up to thousands of pairs of shoes at a single time. Sneaker bots are software programs in which Joe can buy and download onto his computer that automatically add shoes to his cart and purchase them at a very fast rate off of different websites. This is extremely beneficial to him when a shoe company drops a limited product such as a new Jordan shoe, that is released in limited quantity and very sought after. Sneaker bots allow Joe to check out maybe a few hundred pairs in just a few seconds, virtually leaving normal people just trying to buy them no chance to purchase them.

As these limited shoes sell out so extremely fast, they have a higher value than the actual resale value. Some famous shoes in history such as the Nike Air Mags, have a resale value of upwards of $25,000. Doing this on a large scale allows Joe to make small amounts of money of individual shoes that can be as small as $5-$10 but moving hundreds of pairs at a time returns him a good profit.

Joe does not only have one aspect to his business though. He teaches others how to resell shoes through his group he created on discord. Teaching people about bots, warning them of upcoming releases, and showing them what websites are the best to use is another way Joe brings in money. He charges his members a monthly membership fee to stay in his group, with his memberships selling out every month as of how valuable his knowledge is.