At the intersection of artificial intelligence and fashion, a new footwear brand is making waves by merging cutting-edge technology with a direct-to-consumer ethos. Syntilay, a startup founded by entrepreneur Ben Weiss, has introduced what is reportedly the first commercially available shoe designed by AI.

The product: fully 3D-printed slides that mark a significant departure from traditional footwear manufacturing methods.

In conversation with e27 on the sidelines of Money20/20 Asia in Bangkok, Weiss spoke about the multi-year journey that led to Syntilay’s recent milestones. “We recently launched the first AI-made, commercially available slide. This company’s been a couple of years in development—putting everything together: team, supply chain, potential retail partners,” he said.

What sets Syntilay apart, according to Weiss, is its commitment to taking conceptual technology and bringing it into a practical, consumer-ready form. “There’s this big appetite for applying cutting-edge technologies in a way that benefits the consumer. There are so many amazing innovations that get stuck in the concept phase—like those cars that never hit the road. Consumers are kind of sick of that. They want something new,” he explained.

Weiss argues that the application of AI in design is not just a novelty but also a genuine efficiency enhancer. “You can produce something practical with AI, and there’s a real benefit to it. It’s much faster, more cost-effective and efficient to actually design with AI.”

Beyond product innovation, Syntilay is developing a customer experience model rooted in personalisation and accessibility. A forthcoming launch in New York City will allow customers to receive custom-made shoes using a smartphone-based foot scanning process.

“We scan your feet with your phone camera, put an A4 piece of paper next to each foot for measurement, and we’re working on even more precise versions,” said Weiss.

Also Read: Rewriting the retail blueprint: How data is shaping the future of fashion

The startup’s go-to-market strategy also reflects its tech-native approach. Weiss describes Syntilay as a “social-first brand,” leveraging content creators and online communities for product development and outreach. “Our brand is a content creation brand. That’s how you can appeal to younger demographics—you need to meet people where they are,” he said.

Syntilay plans to roll out a range of new shoe designs in 2025, including collaborations where creators can act as creative directors on their own models.

According to Weiss, the brand is also actively pursuing partnerships with artists, athletes and other influential voices. “With our system of AI design and 3D printing, we can now support people who have never made shoes before to create their own.”

Entering white spaces

While Weiss brings energy and a tech-driven vision, the brand’s strategic foundation is bolstered by the experience of Joe Foster, the co-founder of Reebok.

Foster, who helped build Reebok into a US$4 billion global brand before stepping back in 1991, sees parallels between his own journey and what Syntilay is attempting today.

“You’ve got to enjoy the problems as much as the successes,” Foster told e27. “When developing a business, you decide whether you just want to build something to sell it, or, as in my case, you want to build a brand. Building a brand takes a lot longer.”

Foster recognises that the landscape for brand-building has fundamentally changed since he launched Reebok in 1958. “We didn’t have social media, computers, or smartphones. You had to go to trade shows and meet people face to face. These days, you can get straight to the people very quickly. So everything has changed.”

Also Read: Fixing fashion’s inventory crisis: How Nūl uses agentic AI to stop overproduction

So why partner with Weiss? According to Foster, it’s all about potential. “This guy has energy. You can see it, you can feel it. You need that,” he said.

He also believes Syntilay is tapping into a shift in consumer taste.

“Sneakers have taken over the street for years, but now there’s a move towards simpler footwear, like slides. Ten years ago, people dismissed Crocs. Now, they’re everywhere. So there’s clearly a market.”

Foster is particularly intrigued by the disruptive potential of 3D printing. “With 3D printing, you can build a lot more using fewer machines. But if you’re looking to do Reebok-level volumes of five million pairs a month, you’d need to scale traditionally,” he noted.

Still, he sees Syntilay’s model as a viable play in a changing market. “I like the disruption. I like the change. It’s about finding that white space—that little bit different—that can become something massive.”

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Over a year working with startup teams, I believe that for any new products, the best way for market interaction is through community building.

To get new users, you may find that community building is the single best tactic if you are familiar with “do things that don’t scale” mentality.

It is clear that community building is the one thing that you should do rather than wandering around your first users for feedback that rarely covers everything you need to do. It is wrong statistically because the sample size is too small, and mentally because the job is too boring to carry out.

We also have to retain existing users because getting new users is costly and painful. When your marketing efforts focus on communities, the obvious goal is to strike for absolute loyalty. For early-stage products, the customer journey you want to build should be different as long as I observed.

It can be generalized into these phases:

• Awareness
• Consideration
• Purchase/Install
• Usage
• Feedback
• Advocacy/Evangelism

You can take any app as the example for this journey. Marketers will have to do well on the first task that is making customers consider using the product. Next is the adoption phase when you let the customer interact with every feature of the product you sell.

It is critical to create an effective environment for learning. The third biggest task is the thing that every marketing wish for, the customer promote the product volunteerism. It’s the best way to reach the ideal critical mass.

Setting objectives is critical

It is a process of identifying and nurturing social assets for your brand, and your company as a whole. Community building guarantees that you will get the feedback from the first source, and more importantly, you can identify the pain points that are hard to explain with numbers.

In fact, you can observe the attitude of your community members rather than making hypotheses out of statistical data only. Rare cased might surprise you with the user insights it carries.

Also Read: Marketing tools and tips to grow your business online

If you are looking for a quick win, community building should not be the main vehicle to deliver your goal. It is about real relationships. There are three key outcomes can be generated through this kind of activity.

• Connect existing customer to prospects to activate sales
• Connect prospects to each other to enhance product knowledge
• Connect customer to customer to drive product adoption

How to implement it

• Social media is a must-have channel. It is clear that your users are very likely to be present on a social media platform. Your activities on social media will represent many things including your team status, your ambition with the product, and most of all your attention to customer response to what you are doing.
• The group features to make your target audience feel the exclusivity. Launching a new product is the process of iterating that adds more features to every release. We often need a group of customers who are willing to wait for the new feature to come. The best way I found is to grant access to special resources to selected members. There are many platforms allows you to do so such as Facebook’s secret group, email lists, etc.
• Design the governance for the community. When it comes to retaining members in a community, it is safe to say that they would not leave if they have something to lose e.g. community leadership titles. At the most basic level, entitlement generated for a governance system will help you keep some of the most valuable members who has a strong interest and knowledge about your product.
• Partners with other projects to offer more benefits. The collaboration will help you bring more benefits to your customers. As a matter of fact, your product solves a few problems in their lives, you can find other projects to form deals that both sides can win.

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Image credit: Campaign Creators on Unsplash

This article was first published on January 20, 2020.

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In today’s attention economy, getting viral views isn’t enough—what brands really need is to convert those viewers into buyers. 

That’s the premise behind Social Jet, a Singapore-based influencer marketing agency quietly reshaping how brands across Southeast Asia approach digital engagement. While many influencer campaigns chase viral moments and follower counts, Social Jet is focused on something far more tangible: sales.

“In our space, views are easy,” says Joel Wong, Director at Social Jet. “What’s hard—and what most brands truly need—is revenue. Everything we do is built to deliver that. Our content doesn’t even need to go viral.”

It’s a bold stance in an industry still crowded with vanity metrics. But for Social Jet, performance isn’t a buzzword. It’s the baseline.

From influence to sales: A shift in strategy

As video-first platforms like TikTok, Instagram, and YouTube continue to dominate consumer attention, influencer marketing has become less of a nice-to-have and more of a must-do. But for business owners, the path from creator content to customer checkout isn’t always clear.

That’s where Social Jet stands out. The agency doesn’t just match brands with creators—it builds full-funnel strategies that turn influencer attention into measurable business outcomes.

Their proven 7-Step Viral Selling System combines creator-driven content with data-backed targeting and paid amplification—creating campaigns that not only trend, but convert. According to Joel, the team has launched over 250 campaigns, activated more than 1,000 influencers, and invested more than S$1M in Creators and Media Platforms, generating millions in verified tracked sales for their clients.

“The biggest misconception about influencer marketing is that it’s just brand awareness,” Joel says. “We’ve proven, time and time again, that when Influencer content is done right, it can be your most profitable sales channel.”

Also read: Digital marketer vs performance marketer: Understanding the difference in today’s marketing landscape

What’s Different About the Social Jet Approach?

Unlike traditional agencies that often act as middlemen between brands and creators, Social Jet operates more like a growth partner. The team is made up of marketers, creators, and founders themselves—people who understand all sides of the equation.

Their influencer network is curated and performance-vetted, with a strong emphasis on relevance and authenticity. Campaigns are tailored not just by platform, but by local culture, buyer psychology, and content format. From beauty and fashion to F&B and interior design, Social Jet’s cross-industry track record reflects its agile, data-first approach.

And it’s not just about finding the “right” influencer—it’s about engineering the right message, moment, and media mix to drive real-world results.

Proven playbooks, not just pretty posts

A scroll through Social Jet’s campaign portfolio reveals a wide range of outcomes that go far beyond likes. A mom-and-pop food brand generated over S$250K in tracked sales in less than 2 months. A wellness startup that launched with zero visibility went viral and landed in retail outlets. Even legacy retail players have seen double-digit % growth in foot traffic through creator-led activations.

The common thread? Clear ROI.

Joel and his team back every campaign with performance data—tracking clicks, conversions, and customer behavior, not just views. “We’ve moved beyond awareness as the end goal,” he says. “The real measure of success is whether it drives business growth.”

Also read: Social media niche marketing trends you can’t afford to ignore

Why it matters in 2025—and what comes next

The influencer marketing space isn’t new—but it is changing. As consumers get savvier and platforms evolve, the bar for what works keeps rising. Content has to be native, creators have to be credible, and campaigns have to be scalable.

Social Jet is betting that the next wave of marketing won’t just be about storytelling—it’ll be about selling through stories. And with influencer marketing projected to hit US$24 billion globally this year, they may be right.

For brands navigating a noisy digital landscape, that could make all the difference between being seen—and being sold.

Meet Social Jet at Echelon 2025

Want to learn more? Social Jet will be joining the region’s top entrepreneurs, investors, and startups at Echelon 2025 in Singapore this June 10–11. As part of the exhibition and discussion tracks, they’ll be sharing insights on creator commerce, performance-led influencer campaigns, and the future of brand amplification in Southeast Asia.

Whether you’re a founder exploring growth channels or a marketer looking to optimise your digital spend, Social Jet offers a fresh—and refreshingly ROI-focused—take on influencer marketing.

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This article is produced by the e27 team

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Featured Image Credit: Social Jet

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Recessions come and go. Layoffs happen—not always to the right people, not always for the right reasons. If there’s one thing I’ve learned, it’s this:

Your job is not your safety net. Your skills, mindset, and adaptability are.

I used to believe in job security. I thought if I worked hard, delivered results, and stayed out of office politics, I’d be fine.

But after years of working in corporate jobs, I realised something: stability is an illusion.

I’ve watched good colleagues got let go while others who mastered the game of “looking busy” stayed. I’ve seen decisions made not based on performance, but on perception, timing, and politics.

I did not had everything figured out, but I finally understood:

A job is not an exchange of time for money. It’s an exchange of value for money.

If a company doesn’t see your value—or if someone else can do it cheaper—they’ll move on.

That’s not evil, it’s business. The real risk is thinking your job will always be there.

So now, instead of hoping for security, I’m building my own.

Also Read: Tech career switch: A woman’s guide to upskilling and advancement

Run your career like a business

You don’t have to quit your job to think like a business owner. But you should treat your career like one. Here’s what I wish I had started doing earlier:

• Be profitable: Is the value you bring greater than the salary you take? If not, why would the company keep you?
• Market yourself: Hard work means nothing if no one sees it. Are the right people aware of the impact you bring?
• Reinvest in growth: Companies innovate to stay competitive. Are you learning new skills, expanding your network, or just hoping things stay the same?
• Build multiple income streams: A business wouldn’t survive on one client. Why depend on one employer for your financial well-being?
• Be ready to pivot: If your job disappeared tomorrow, could you sell your skills elsewhere? If not, what’s stopping you?

Smarter ways to approach work

Stop thinking of your job as a safety net. No company exists to “take care” of you. You are your own safety net.

Make yourself too valuable to ignore. Not by working longer hours, but by making an impact—and making sure the right people see it.

Always be evolving. The people who get ahead aren’t necessarily the hardest workers; they’re the ones who adapt the fastest.

Never let one pay check define your worth. Whether it’s a side hustle or investments. Having options gives you power to make choices.

I’m still figuring things out as I go, but if there’s one thing I know for sure, it’s this:

You don’t own your job, but you do own your skills, your mindset, and your ability to create value.

And that? That’s real security.

Here’s to growing, adapting, and building something that lasts.

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The constantly growing middle class, increased acceptance of technology, and high mobile usage have transformed the region into an ideal market for startups and tech-driven businesses. This has led to unprecedented growth and expansion of the digital economy throughout Asia. Such a scenario also provides endless opportunities for aspiring entrepreneurs.

Still, coming up with a great product or business is not the only requirement to succeed in digital entrepreneurship in Asia. One must possess proper knowledge about every aspect of the industry including the market dynamics, the legal environment, availability of funds, and trends in digital transformation.

For those who successfully navigate these issues with the appropriate market entry and growth strategies, Asia can be the absolute best region to expand their businesses.

Let’s first analyse what modern digital entrepreneurs in Asia require to succeed in today’s age and time.

Navigating Asia’s diverse digital landscape

Asia is not a single, homogenous market. Instead, it is a diverse region with a mix of economies, cultures, and legal systems. For that reason, Asia is best described as a complex multicultural region with highly varying infrastructure readiness, patterns of consumer behaviour, regulatory environment, and level of competition from other countries.

Think about Singapore and Indonesia for example. Singapore functions as a global financial center and is aided by a well-developed digital infrastructure. Meanwhile, Indonesia, with its massive population, offers huge growth potential but comes with infrastructure and regulatory challenges that require careful navigation

Key market trends:

• Mobile-first economies: In many parts of Asia, mobile devices are the primary access point to the internet. Countries like India, Indonesia, and the Philippines have high smartphone penetration, meaning businesses must be optimised for mobile users.
• The rise of social commerce: Platforms like TikTok Shop, Shopee Live, and Facebook Marketplace are transforming e-commerce. Consumers are increasingly making purchases through social media, making influencer marketing and live-selling essential strategies.
• Fintech and digital payments: Digital wallets and QR code payments are now mainstream, with platforms like GrabPay, GCash, and Paytm dominating transactions. Businesses must integrate seamless digital payment solutions to cater to this shift.
• AI and automation integration: AI-driven customer service, personalised recommendations, and automation tools are revolutionising how businesses engage with customers and scale operations.

To succeed, entrepreneurs must conduct in-depth market research, understanding local consumer behaviour, economic conditions, and digital infrastructure before launching a business.

Also Read: Why is open banking the future of fintech?

Understanding regulatory and compliance challenges

One of the biggest challenges in digital entrepreneurship in Asia is navigating the regulatory landscape. Each country has its own set of rules regarding data privacy, foreign investment, and financial transactions.

For instance, China’s strict internet regulations mean that businesses need to comply with its data protection laws (PIPL) and operate within a controlled digital ecosystem. On the other hand, Singapore offers a more open and structured regulatory environment, making it a popular base for regional expansion.

Regulatory considerations:

• Data protection laws: Countries like China, India, and Singapore have stringent data privacy laws. Understanding frameworks like China’s PIPL and Singapore’s PDPA is essential for compliance.
• Foreign ownership restrictions: Some countries limit foreign ownership in key industries. In markets like Indonesia and Vietnam, working with local partners or establishing joint ventures can help overcome these barriers.
• E-payments and cryptocurrency regulations: While fintech is booming, governments are still shaping their policies on digital currencies and payment systems. Singapore has a progressive approach to crypto, while other markets, like India, impose stricter regulations.

A strong legal and compliance strategy is critical for mitigating risks and ensuring smooth operations across different Asian markets. Partnering with local legal experts can help businesses navigate these complexities effectively.

Securing funding and scaling the right way

Raising capital in Asia presents a mix of challenges and opportunities. While there’s a significant amount of investment flowing into the region, competition for funding is intense. Investors are looking for startups with strong business fundamentals, clear growth strategies, and scalable models.

Funding opportunities:

• Venture capital and private equity: Cities like Singapore, Hong Kong, and Bangalore have thriving VC ecosystems. Investors are particularly keen on fintech, AI, and e-commerce startups.
• Government grants and incentives: Countries like Singapore and Malaysia provide grants and funding programs for tech-driven startups. Entrepreneurs should explore options like Singapore’s Startup SG grants.
• Corporate partnerships and strategic investments: Large companies like Alibaba, Tencent, and Grab actively invest in promising startups, offering not just capital but also access to resources and distribution channels.
• Crowdfunding and alternative finance: Platforms like Kickstarter, Indiegogo, and SeedIn provide alternative ways to raise capital, especially for product-driven businesses.

Entrepreneurs should focus on building a solid business model and a clear monetisation strategy. Investors are increasingly prioritising profitability over hyper-growth, so demonstrating financial discipline is key.

Also Read: How fintech is disrupting the Southeast Asian payments market

Embracing digital transformation for a competitive edge

The businesses that thrive in Asia’s digital economy are those that embrace technology at their core. Digital transformation isn’t just a buzzword—it’s a necessity for scaling efficiently and staying competitive.

Tech strategies for success:

• AI-driven business models: AI is reshaping everything from customer support (chatbots) to personalised shopping experiences. Companies leveraging AI for automation and predictive analytics are gaining a strong edge.
• Blockchain for transparency and security: Blockchain technology is making an impact beyond cryptocurrency. It’s being used for supply chain management, digital identity verification, and secure financial transactions.
• Cloud computing and SaaS solutions: Cloud-based services provide businesses with scalability, cost efficiency, and flexibility. Adopting cloud infrastructure can significantly enhance operations.

Entrepreneurs who integrate technology into their business models from the start will have a higher chance of long-term success.

Building a resilient and agile business model

Asia’s digital economy moves fast. Consumer trends shift rapidly, regulations evolve, and new competitors emerge constantly. Entrepreneurs who remain rigid in their approach risk being left behind.

Keys to business resilience:

• Agility and adaptability: Be ready to pivot based on market shifts. Businesses that embrace rapid experimentation and iteration tend to outlast those that stick to rigid plans.
• Localisation strategy: A strategy that works in Singapore may not work in Vietnam. Understanding and adapting to local cultures, languages, and consumer behaviours is crucial.
• Sustainable growth approach: While scaling fast is tempting, focusing on sustainable and profitable growth ensures long-term viability.

Successful entrepreneurs continuously monitor market trends, stay informed about regulatory changes, and refine their strategies to stay ahead of the competition.

Final thoughts

Excelling in digital entrepreneurship in Asia goes beyond having an excellent idea. It demands thorough market understanding, adaptation strategies, and successful execution of the idea.

As one of the regions that offer the most opportunities for innovation, Asia attracts entrepreneurs who take the time to research, form strategic alliances, adopt technology, and develop robust business models.

With the proper strategy, the opportunities for success in Asia’s digital economy are boundless.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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