About
The culture moves fast.
Discovery should move faster.
The best products don't always trend. They don't always restock. And they rarely find you first. FoundMissing is an AI-powered discovery platform built for people who already know what they like — and want to discover what's next before everyone else does.
10 Years of Work
A decade inside culture, brand, and product storytelling.
FoundMissing is informed by more than technology. It's rooted in years of hands-on experience across marketing, culture, footwear, retail, and brand storytelling — including work connected to Nike Toronto, Jordan Brand, and leading names across sportswear and product culture. That perspective now powers a new kind of discovery platform.
Nike Toronto
Culture & Brand
Experiential marketing, culture, community activation, and brand storytelling.
Jordan Brand
Creative & Positioning
Creative campaigns, cultural positioning, and premium brand experiences.
Footwear Retail
Strategy & Insight
Consumer insights, product culture, retail strategy, and audience engagement.
Sportswear Brands
Direction & Communication
Creative direction, marketing strategy, and modern brand communication.
The Pivot
From telling brand stories
to building a discovery tool.
Ten years inside the machine. Nike Toronto. Jordan Brand. The campaigns that sold out, the launches you remember, the strategy behind the hype. We built marketing that moved culture — and then stepped back to ask a better question.
What if there was a smarter way to find what belongs in your rotation? Not an algorithm chasing engagement. Not a marketplace optimizing for transactions. Something built on taste, data, and a decade of understanding what makes a sneaker matter.
Philosophy
Found & Missing
Found
The pairs that define you. The ones that feel right the moment you put them on. We help you discover what's already yours — you just haven't found it yet. Every great rotation started with a single pair that clicked.
Missing
The gaps in your collection. The pairs you didn't know existed. The collab that flew under the radar. The silhouette about to break. We track what's missing from your rotation so you don't have to.
Why Different
What Makes This Different
Editorial Curation
Every sneaker earns its place. No filler. Our FM Score reflects taste, not hype.
AI Discovery
Natural language search that understands context. Your words, your results.
Cultural Context
City relevance, mood tags, outfit compatibility. Sneakers as they live in the real world.
Community First
Built for the informed enthusiast. No FOMO tactics. Just better discovery.
What's Next
Vision for V2
Visual search. Personal styling. Live market data. Real-time pricing from StockX, GOAT, and Nike. Smart buy/wait recommendations backed by data. The platform evolves with you.
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