Nohman Ahmed, one of the three brothers behind Undercover Brothers, has made a significant mark in the lifestyle fashion industry. Among their notable brands is Crep Protect, founded in 2013, which has transformed the shoe care market. With a presence in over 100 countries and annual sales exceeding 16 million units, Crep Protect has become a global phenomenon. Its award-winning marketing and content strategies have solidified its status as the world’s leading premium sneaker care brand, partnering with retail giants like JD Sports and Footlocker. Ranked the UK’s 2nd fastest-growing independent company (Sunday Times, 2019) and 7th in Europe (Financial Times, 2019), Crep Protect also holds a Guinness World Record. The group operates globally, including luxury sneaker boutiques and licenses for brands like Adidas, NBA, and New Era.