Eddie Massa, Pouya Alavi, and Ash Tadghighi have a simple goal in mind for Sneaks, their new sneaker-themed coffee shop and “sneakeasy” cocktail lounge.

“We’re trying to make Midtown great again,” Massa tells CultureMap.

He remembers when Midtown was Houston’s premier party spot. After working on the crew at Clé when it was Houston’s hottest nightlife destination, he played key roles in the openings of both Chapman & Kirby and MAD. Now, he’s teamed up with Native Coffee owner Alavi and local attorney Tadghighi for Sneaks, a new project that adds to the trio’s two existing Midtown properties — nightclub/lounge PDA and sports bar/pickleball court 40 All.

Last year, the group opened a country music bar called Bandits in the space at 3030 Travis St. It drew crowds during the Houston Livestock Show & Rodeo, but they’d thinned out by the summer. The owners decided to switch things up with a concept built around three things they know well: coffee, streetwear, and ‘90s hip hop and R&B. They’re hoping to draw a crowd of 30 and 40-something professionals who live in the nearby apartments and high-rises.

“We know coffee; we run two successful bars. Let’s combine the two together into one location: sneakerhead, ‘90s, hip hop, R&B — a lot of spots are opening with nostalgic music. Let’s make it a cool place for people to come hang out, have some coffee, get some light bites,” Alavi explains.

Part of the inspiration came from Tadghighi, a devoted sneakerhead whose collection of prime shoes runs into the hundreds of pairs.

“You have all these pieces of art that are sneaks. Let’s expose them in this place,” Massa recalls telling Tadghighi. “I got inspired when I went to his closet. ‘These deserve to be in a museum.’”

Instead of a museum, they’re on the walls of Sneaks. As seen in the picture above, one wall features a clock that uses Air Jordan generations one through twelve to mark the time. Similarly, patrons access the hidden cocktail lounge by pushing through a wall loaded with sneakers in display cases. To ensure that sneaky thieves don’t make off with any of the prized footwear, each case only has one shoe in it.

As for the coffee, it builds on the success of Native Coffee, the Montrose shop Alavi operates with his brother. Sneaks will use a Slayer espresso machine for its brews. They’ll be paired with some of Native’s most popular housemade syrups, along with a selection of bagel sandwiches named for different parts of Houston. CultureMap Tastemaker Award winner Underground Creamery will supply vanilla ice cream and a rotating monthly flavor for Sneaks to use in affogatos.

Ultimately, the trio want to create an entertainment district where people could spend an entire day or night. Start with a coffee at Sneaks followed by some pickleball at 40 All, for example, or watch a game at 40 All then go to PDA for drinks and the DJ. The offerings will get another boost with the opening of Rendezvous, a rooftop concept that will operate above PDA.

Sneaks began its soft opening last weekend. The lounge will celebrate its arrival with a New Year’s Eve party that will feature local DJs spinning ‘90s R&B. Wearing sneakers is, of course, highly encouraged.

  

Courtesy of Sneaks

A clock uses 12 generations of Jordans to display the time.