In Abuja’s competitive footwear market, Lagos State University graduate Yunusa Adebayo is building a distinctive identity by combining formal education, craftsmanship and entrepreneurship to produce handmade executive leather shoes for discerning customers.
Popularly known as Genius Sole, the shoemaker and leather artisan has turned his passion for craftsmanship into a growing business focused on footwear that blends style, comfort, durability and personalised designs.
Adebayo, who studied Political Science at LASU, says shoemaking has become “a means of livelihood, a way to express my creativity, and something I am proud to identify with.”
Through careful attention to finishing and customer preferences, he is positioning his handmade footwear as more than everyday accessories.
“A good handmade shoe should not only look beautiful but should also be comfortable, durable, and properly finished,” he said.
From Political Science Graduate to Leather Artisan
Adebayo’s journey into shoemaking is an example of how professional paths can evolve beyond formal academic training. After completing his education, including a B.Sc. in Political Science from Lagos State University, he developed his passion for craftsmanship into a practical career.
He began by learning the craft, practising extensively and gradually developing a customer base. What started as an interest eventually became a source of livelihood and a platform for creative expression.
“I started my leatherwork journey from a genuine passion for craftsmanship and the desire to build something of my own,” he explained.
His progression also demonstrates the value of practical skills and entrepreneurship in an economy where individuals increasingly create opportunities around their abilities.
Today, the Genius Sole’ founder specialises primarily in handmade footwear, producing shoes and sandals for everyday use and special occasions while adapting designs to individual customer preferences.
Craftsmanship Meets Personalised Footwear
At the centre of Genius Sole’s offering is handmade footwear designed around quality, comfort, durability and individual expression. Adebayo works with different leather materials, colours and designs, allowing customers to have a degree of personal input into what they wear.
Instead of treating every pair as a standard commodity, he considers each finished shoe a representation of the labour and creativity invested in its production.
“A good handmade shoe should not only look beautiful but should also be comfortable, durable, and properly finished,” he said, speaking with Techparley Africa in an interview.
This approach positions his products not merely as footwear but as personalised pieces of craftsmanship. His emphasis on finishing and attention to detail is also part of his effort to differentiate handmade products from mass-produced alternatives.
For Adebayo, every pair carries the time, skill and creative decisions involved in transforming leather materials into a finished product.
TikTok Becomes His Digital Showroom
Adebayo’s adoption of TikTok represents the technological dimension of his growing business. Rather than relying solely on customers who can physically visit his workshop, he is using short-form video content to bring his products and production process to a digital audience.
His TikTok account currently has about 50 videos, 6.7K likes and roughly 300 followers, indicating an emerging audience around his work. More importantly, the platform allows him to show what customers may not ordinarily see, the work behind the finished shoe.
“Many people see a finished shoe but don’t always understand the amount of skill, patience, and work involved in making it,” he said.
TikTok therefore serves as more than a product catalogue. It gives potential customers an opportunity to see his craftsmanship, understand his process and become familiar with the person behind Genius Sole.
“Social media doesn’t just sell a product; it can also sell the story, skill, and personality behind the product,” Adebayo noted.
Building a Brand Beyond Abuja
The Osun-born artisan believes that the value of TikTok extends beyond immediate sales. The platform gives him an opportunity to introduce his brand to people who may never have physically encountered his workshop in Abuja.
By consistently publishing videos, he can create awareness, demonstrate his skills and gradually build recognition for his business.
His strategy reflects an important opportunity for small businesses and artisans, digital platforms can reduce the limitations imposed by physical location.
However, Adebayo acknowledges that building an online brand while running a hands-on craft business is demanding.
“As an artisan, you are not only making the products, you are also expected to create content, respond to customers, market your work, and manage the business,” he said.
He is therefore taking a long-term approach, recognising that not every post will go viral and that audience growth requires patience, consistency and continuous learning.
Preserving Craft Through Digital Storytelling
Beyond promoting his own footwear, Adebayo wants his digital presence to contribute to a wider appreciation of Nigerian craftsmanship.
He believes artisans can use social media to educate audiences about the time, skill and creativity invested in handmade products, rather than competing with mass-produced footwear solely on price.
His advice to other artisans is straightforward: start with whatever equipment is available, show the work, document the process and tell the story behind the craft.
“You don’t need to wait until everything is perfect before you start creating content,” he advised.
His broader ambition extends beyond selling shoes.
“I want people to appreciate the skill and creativity that goes into Nigerian handmade footwear and to see that traditional craftsmanship can still have a strong place in today’s digital economy.”
Through Genius Sole, Adebayo is demonstrating how an age-old craft can find a new audience through a smartphone and a social media platform.
Yunusa Adebayo can be reached via mobile +234 704 443 3231, and on TikTok at @ade.genius
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