Owner Of Viral FZ150 Cleaner Launches New “Shoelada” Brand

UPDATE March 7, 2024: After initially planning to sell the original FZ150 until the end of the month, The Shoe Doc shared an update with his supporters that sales of the old product have completely ceased. He now directs customers to theshoedocbrand.com to order his new “Shoelada” cleaning products.

If you’ve spent any time on sneaker Tik-Tok, Instagram or Youtube, then you’ve likely probably seen a clip of a shoe being cleaned back to life cleaning followed by the tagline “I just saved myself $150 bucks.” The originator of that tagline, Miguel Solorio, owns the ShoeDoc sneaker-cleaning brand and has amassed over 23 million followers across social media. His cleaning videos regularly go viral, and he attributes them to his signature “FZ150” cleaner. The cleaner is comparable to other cleaning kits on the market, but it’s his content and persona that have helped make it a success. The name comes from another of his catchy taglines where he says, “When you see the foam, you’re in the zone!” Unfortunately, the success of his content and brand has brought an array of fakes.

Solorio took to his social channels to introduce a new premium version of his product and announced he would cease selling the original FZ150. He alleges that the people he worked with to trademark his product didn’t follow through, and creating a new name would be less energy than heading to court. A search for “FZ50” on Amazon brings up a number of fakes and lookalikes from several different sellers, leading to his viewers being scammed. The new ShoeDoc Premium Shoe Cleaner products are available for preorder on his site now.