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Adeel Shams is an American entrepreneur and founder of Cool Kicks, a sneaker resale and streetwear brand that has become one of the most recognized names in sneaker culture.
Shams started the business in 2014 in Virginia with a small team and later expanded to Los Angeles in 2016. Cool Kicks grew quickly, building a strong reputation for selling high-end sneakers and limited-edition streetwear. The company became popular on social media, with millions of followers and a large YouTube presence showcasing celebrity visits and sneaker deals.
On October 2, 2025, Shams was arrested by the Los Angeles Police Department’s Bunco/Forgery Division during a livestreamed auction on WhatNot, a popular resale platform. The incident took place at the Cool Kicks warehouse and was streamed live to viewers online.
The arrest was connected to felony fraud allegations involving counterfeit sneakers being sold through the business. Shams was later released after a few hours, and a court date has been scheduled for October 23, 2025.
Adeel Shams' early life and career
Adeel Shams was born and raised in the United States. He graduated from Virginia Commonwealth University, where he received a degree in Creative Brand Management and Marketing. In college, Shams became interested in sneakers and the resale market, which led him to establish his own business.
He founded the brand Cool Kicks in 2014 in Virginia with his friends, selling rare sneakers to local customers. The store gained publicity for stocking hard-to-find shoes that were in demand among collectors and sneaker fans.
Adeel Shams later moved the business to Los Angeles two years later, and Cool Kicks established its flagship store on Melrose Avenue. The location became a hub for celebrities, athletes, and influencers seeking exclusive sneakers.
The social media approach adopted by Cool Kicks turned it into a multi-million-dollar company. Through YouTube and Instagram, the company was able to reach millions of followers across the globe. Sneaker shopping videos and celebrity appearances made Shams a central figure in the sneaker resale business and attracted global interest in the brand.
Arrest and investigation details
As reported by Complex on October 2, 2025, Adeel Shams was arrested by the Los Angeles Police Department on felony fraud and counterfeit merchandise charges. The Bunco/Forgery Division headed the operation and investigates cases of fake products and fraudulent business activities. Authorities also entered the Cool Kicks warehouse during a live auction event on WhatNot, resulting in Shams' public arrest.
It was broadcast live on the internet and quickly shared on social media. Videos of the event went viral, and people speculated about the nature of the police action. It is reported that the investigation was initiated after complaints were filed regarding counterfeit sneakers being sold under the Cool Kicks name. However, the full details of the case have not been released by the police, and the alleged amount of fraud has not yet been disclosed.
Adeel Shams was released a few hours later the same day and is scheduled to appear in court on October 23, 2025. Cool Kicks is not going out of business, but the company has come under increased public scrutiny. The case has also raised wider concerns about verification and trust in the sneaker resale business, an industry that relies heavily on authenticity.
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