SOCK KINGS: CEO Sebastian Martinez, 7, left, and his brother, Brandon, 9, sales director, have started with their mother a company, Are You Kidding, selling socks with different designs. The boys were featured on ‘Good Morning America’s Shark Tank Your Life: Kid-Preneurs Edition.’ PATRICK FARRELL MIAMI HERALD STAFF
BY REBECCA SAVRANSKY
Ever since he was a baby, Sebastian Martinez loved socks. He collected socks of all kinds, with different colors, patterns and styles.
About two years ago, his mother, Rachel Martinez, asked him if he wanted to design his own.
“He was so excited he ran to the table with his pencils and paper and markers, and he sat down and started drawing,” she said.
And on Friday, Sebastian, 7, and his brother Brandon, 9, were featured on Good Morning America’s Shark Tank Your Life: Kid-Preneurs Edition, for their business designing and selling different styles of socks.
The brothers, who live in Kendall, got their moment in the spotlight Friday when they got to pitch their company to Daymond John, a Shark Tank investor, and to George Stephanopoulos, co-anchor of ABC News’ Good Morning America, on national television.
Before the show, they sent in an audition video, had a phone interview and a few days later, they booked their flights to New York. At the end of the show, the two brothers each took home a special trophy for their work.
Martinez said it was a great experience and the the show helped the business to get more exposure.
“Friday was amazing,” she said, watching the video of her sons giving their pitch for Are You Kidding during the show.
Sebastian is responsible for all the designs. His mother then transfers them onto a computer and they are made by a company in Guatemala. Brandon is then in charge of selling the merchandise.
“It’s kind of like a little tag team,” Martinez said.
The business made about $15,000 last year. They sell their socks to local stores, through their website and on other online sites such as Etsy.
In addition to just bringing in revenue though, the company has a “dual-mission,” Martinez said.
In October, Are You Kidding sold specially designed socks for Breast Cancer Awareness Month.
“We all spent the entire month of October selling the socks everywhere,” Martinez said. “At Tamiami basketball, all the kids were wearing the socks, the coaches, the refs. Everybody had our socks on.”
The $3,000 raised from the socks was donated to the American Cancer Society for Making Strides Against Breast Cancer. Martinez said next year, they are hoping to reach their goal of donating $10,000 to the organization.
Are You Kidding is also working with a safe driving campaign called Be a Hero and Save Lives, cautioning people against texting and driving.
To teach kids about the charities, the company uses an app called VeePop, where people can scan the tags of the socks and a video will play giving information about the charity. Martinez said the team is planning to reach out to more organizations in the future to continue their charity work.
The company is also looking to expand, potentially adding T-shirts to the collection, she said.
“At the end of the day we want to create a brand,” Martinez said. “We started with socks because that’s the passion that I saw in my son and if you don’t start off with your passion, you’re never going to continue the business.”
She said running the business has been an exciting learning experience for her and her children, and she hopes to have more kids contribute in the future.
“It’s teaching kids how to start a business, run a business and grow a business. It’s not easy and it takes a lot of time and effort, but at the end of the day we do it as a family,” Martinez said. “We just want to make sure that it’s a fun brand. ... We want it to be a by kids for you collection.”
Posted Jan. 28, 2015