Jodie Fox on the build up and breakdown of a brand; the demise of Shoes of Prey


Jodie Fox was always meant to be a lawyer but the universe had other plans. A chance conversation on a Gold Coast beach led to her abandoning her career to start Shoes of Prey with cofounders Michael Fox and Mike Knapp.

Jodie was the face of the business. The brand’s rapid rise to success saw it gain fame as a startup darling, and cemented Jodie’s status as one of Australia’s leading entrepreneurs. Then after almost a decade of riding a wave of success, the brand went pear-shaped and Jodie was faced with the heartbreaking decision of closing the doors on a business she has described as “her baby”.

In this episode of First Act, Jodie takes a look back at her entrepreneurial journey, explains why she left a career in law and marketing behind to go into business for herself, dives into the genesis of Shoes of Prey, explores the startup’s rise and demise and shares the many learnings she’s had along the way. It’s a raw and emotional story and Jodie never holds back on the details – no matter how painful.

Join us each Tuesday for a brand new episode of First Act. Because every story has a beginning.

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