How Culture Media Gained 5 Million Followers in 1 Year

Deep sits down with Alex Lotier, founder of Culture Media, the media company behind some of the biggest sneaker and sports content on the internet, with over five million followers across platforms. Alex breaks down the wild moment that changed everything, the viral video that hit 500 million views across 30 days, and how that single swing reshaped the entire business from a sneaker resale brand into a full media company working with names like eBay, StockX, Crypto.com, PrizePicks, and more.

They get into the real story behind the hustle, from selling shoes out of a Jeep, late-night meetups, and “back against the wall” seasons, to the day Alex walked into his warehouse and realized $78,000 of inventory had been stolen. Alex shares what that moment forced him to learn about risk, leadership, faith, and why he refuses to burn bridges even when it would be the easy clickbait move.

Deep and Alex also go deep on what it takes to scale in the creator economy, why operators matter more than most founders realize, and how building systems and teams is the difference between a brand that stays small and one that turns into an empire. They talk audience data, shifting from 90% male to a more balanced demographic, the strategy behind Culture’s college tour that generated hundreds of millions of impressions, and why volume and speed still win when the content is real.

They wrap on ambition, debt, pressure, and why “buying another day” is the real founder skill, plus Alex’s vision for 2026, including new education and mentorship programs for the next generation of hungry creators and builders.

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