$2.$ Environmental Sustainability $($Planet$)$ From inception, soleRebels embraced eco$-$conscious production. The company$$s use of recycled car tires for shoe soles is both innovative and symbolic$$reviving traditional Ethiopian footwear while reducing landfill waste. Alemu also implemented a zero$-$carbon production system, demonstrating a proactive commitment to environmental stewardship $($Nzekwe$,2020).$ These practices go beyond regulatory compliance, showcasing a deliberate effort to minimize ecological impact, consistent with Belz & Peattie$$s $(2012)$ emphasis on lifecycle sustainability. $3.$ Economic Sustainability $($Profit$)$ Unlike brands that rely on charity or aid, Alemu rejected dependency models. She focused on building a profitable and competitive African brand, aiming to create a global enterprise rooted in sustainability $($soleRebels$,$ n$.$d$.).$ This commercial viability ensured that her social and environmental initiatives were not peripheral but embedded in a robust business model. As Elkington $(1997)$ argues, true sustainability requires balancing profit with people and planet as an ethos Alemu embodies. $4.$ Visionary and Proactive Strategy Alemu$$s strategic foresight is evident in her expansion beyond soleRebels to launch Republic of Leather, furthering her vision of sustainable African luxury. Her decision to open $22$ stores globally, including in Asia, Europe, and North America, reflects a proactive and innovative approach. Rather than reacting to market trends or regulations, she anticipated global demand for ethical fashion and positioned her brand accordingly $($Nzekwe$,2020).$ This aligns with Belz & Peattie$$s $(2012)$ definition of an authentic sustainability marketer, one who integrates sustainability into the core mission and innovates across all dimensions. Justification of Classification Bethlehem Tilahun Alemu$$s classification as an Authentic Sustainability Marketer is supported by several key factors: Intrinsic Motivation: Her sustainability efforts stem from personal experience and empathy for her community, not external pressure. Triple Bottom Line Integration: She balances social equity, environmental responsibility, and economic viability. Proactive Innovation: She reimagined traditional footwear using recycled materials and zero$-$carbon processes. Global Brand Creation: Her ambition to build the $$Nike of Africa$($Nzekwe$,2020)$ reflects a visionary mindset, far beyond local charity.AI DITACTOR and clean