The City of Memphis has consistently been ranked as one of the most generous cities in the country. For Joshua Oldham, a senior business management major, this generosity and spirit of support have helped his business thrive, particularly with faith-based groups in the city.
His business — Gospel of Peace Kicks — was inspired by a transformative experience for Oldham. “I was in a very dark place in my life, and I almost hit a brick wall, and I realized that I’m really not enjoying life, I was depressed and everything and I had an encounter with God and felt transformed after that. I was at rock bottom and suddenly felt encouraged and had hope. I wanted to find a way to use that passion and connection and put it into something.”
In 2024, his entrepreneurship venture began. The first prototype was a white pair of Vans sneakers with a motivational verse from his favorite scripture passage. Oldham created the original artwork for the shoes and still does all the art himself.
“My dad encouraged me,” Oldham said. “He was like, ‘Maybe you can sell those?’ And I was like ‘No, I don’t want too,’ but then I realized that maybe other people are struggling and want to find that something they can wear that will encourage them and help them in that way.”
Oldham said he realized he could set up the business but lacked the knowledge and expertise. “I needed all the acumen that you need to run a business,” he said.
Being enrolled in the Fogelman College of Business and Economics and getting connected to the Crews Center for Entrepreneurship, a center that offers experiential learning opportunities that allow students to submerge themselves into entrepreneurship, has taken his business from one pair of shoes to a full-scale e-commerce business with apparel including T-shirts, hoodies and of course his signature shoes. Oldham also does custom apparel orders.
“The Crews Center has been instrumental in my journey,” Oldham said. “They’ve been a huge source of motivation and expertise. My first ever meeting with them, Whitney Hardy their director, went over the customer acquisition process with me. They drop knowledge bombs on me, and they also have great one-on-one service, so you can work with their mentors.”
The Crews Center was able to assist Oldham with directional and strategic planning as well as creating a PowerPoint outline that he uses to pitch for local non-profits to carry his products.
“We’re excited to work with University of Memphis students who imagine the impact they can make in their communities, not just as dreamers, but as builders ready to bring their ideas to life,” Whitney Hardy, director of the Crews Center for Entrepreneurship said. “Crews Center for Entrepreneurship is led by entrepreneurs. Our goal is to provide the resources and support needed to execute ideas effectively and confidently. Josh is a great example of what student entrepreneurship and perseverance can achieve!”
Oldham participated in the Crews Center Tiger Tank Pitch Competition, modeled after the popular series “Shark Tank” the competition creates an opportunity for students to present their business venture idea in an environment that celebrates new venture creation, entrepreneurial thinking and the spirit of innovation and entrepreneurship.
“Participating in Tiger Tank was intimidating, but it felt big time,” Oldham said. “I had professors and major people from the City of Memphis as judges, and I was able to give my pitch in front of them. Although I didn’t win, I still had an amazing experience advocating for my business.”
Through the experience, Oldham later decided to apply for the Catalyst Seed Fund through the Crews Center. The fund is made possible by an anonymous donor where entrepreneurs earn grant funding to assist in financial obstacles as they grow their businesses.
Oldham pitched his business again; applying lessons he learned from Tiger Tank to craft a different pitch.
“They decided to give me $2,000 and I was just like ‘Wow.’ This was another great experience because I met these wonderful people who are very positive, very hopeful, but they also were not afraid to put me on the grill and push me. They motivated me to do better and really push myself.”
“Joshua Oldham exemplifies the values of the Crews Center for Entrepreneurship and the University of Memphis through his leadership, entrepreneurial mindset and commitment to serving others,” David Rose II, assistant director for the Crews Center for Entrepreneurship said. “His faith and personal convictions inspire his passion for entrepreneurship, while his character, work ethic, and creativity have positioned him for success both academically and professionally. Students like Joshua demonstrate the transformative impact of higher education, and I have no doubt that his leadership and innovation will extend far beyond the University of Memphis to make a meaningful impact in society.”
Today, Oldham has been able to grow his customer base to include youth and multigenerational appeal. “The appearance of the products means a lot to people; that’s the first thing that catches their eye. I thought I had no art skills until I started doing this stuff, and I guess I do have some talent. But all my customers have this deep story. They always have some type of personal connection with the product.”
He said he reminds himself every day to not give up. “You can’t fail if you don’t give up,” he said. “As entrepreneurs, you can quit sometimes too early, and then you’re out of the game, and there’s no chance for you to win. So, I always say don’t give up on yourself.”
