It's a sneaker thing - Foot Locker #2

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#2 Fall 2011 // Leo Messi / deadmau5 / Milan

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The Foot Locker Magazine #2 BTS 2011

Transcript of It's a sneaker thing - Foot Locker #2

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#2 Fall 2011 // Leo Messi / deadmau5 / Milan

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What’s your sneaker thing? Got a sneaker update? Share your blog entries, photos, videos, art and plenty more... itsasneakerthing.eu

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Upfront

02 // Leo Messi

08 // deadmau5

04 // Sneakerheads

10 // Milan

14 // Fresh at Foot Locker

36 // Sneaker Finder

# 2 // Fall 2011

Hello! We’re back - did you miss us?

Loads of you said how much you liked the first issue of ‘It’s a Sneaker Thing’, which confirmed 100% that you all love your sneakers. This makes us very happy here at Foot Locker, where sneakers are as essential to life as oxygen, water and our mum’s home cooking.

So putting our best foot forward, we have put together this magazine packed to bursting with features and exclusives, showing just how much love there is for Foot Locker sneakers.

We speak to everybody’s football hero, Leo Messi in between filming his new adidas and Foot Locker spot and chat to electro DJ du jour, deadmau5 about his new collection with PUMA and Foot Locker.

With the Sneaker Finder coupon at the back of this magazine, ordering your newest pair has never been easier. And with some of the latest drops for autumn picked out for you in the product section of the magazine, we’ve got a feeling it won’t be long before you have a new favourite pair.

Along with more from some dedicated Sneakerheads, (a serious bunch of sneaker lovers who take their passion to the extreme) and an overview of sneaker style in Milan, you’ll find previews of all the newest products, arriving in a store near you this fall.

The hardest part will be deciding what to buy…

It’s a Sneaker ThingThe Foot Locker Magazine

Ir. D.S. Tuijnmanweg 34131 PN VianenThe [email protected]

PublisherFoot Locker Europe B.V.Ir. D.S. Tuijnmanweg 34131 PN VianenThe Netherlands

EditorTim Cincotta P.O. Box 3094130 EH VianenThe Netherlands

PrinterImagink Ltd Unit 5 Mill Hall Business Estate, Mill Hall Aylesford, Kent ME20 7 JZ United Kingdom

ContributorsDesign Alex Smith and Marc Salvador

Cover Lianne van der Laar // Lava

CopywriterSophie Berry // Svenja Roth // Marco Zanoni // Stéphane Gaboué Photography Robbert Broekhuijsen // Mike Koloska // Jule Hering // Sophie Arancio // Roger Ferrero

Product styling Reddish Design

TranslationsWorldWriters

Special thanks to Frank PR, London // Pielle SrL, Milan // Zucker Kommunikation GmbH, Berlin // Probeat Agency, Milan // Red Button, Paris // Edelman, Barcelona // Frans Warffemius

All rights reserved. No part of this publication may be reproduced in whole or part without publisher’s permission. All information herein is correct at time of publication. Foot Locker reserves the right to make changes and products may be modified, supplemented or withdrawn. For the latest pricing information please visit a Foot Locker store. Some products may be available in selected stores only. Whilst every effort has been made to ensure the best possible representation of product imagery, Foot Locker cannot be held responsible for any instance where product differs from that published.

Please help protect your environment by disposing of this publication responsibly.

Should you wish to contact Foot Locker please email us at [email protected]

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Leo MessiWhen it comes to football, they don’t get better than Messi. Still just 24, Messi has risen through the ranks, from a five-year-old boy playing for the local team his dad coached, to making his Barça debut at the tender age of 16. A truly gifted athlete, the 2010/2011 season saw him score for his beloved Barça 53 times in 55 games. Messi is truly top of his game right now.

Leo Messi is fronting the ‘Don’t Kick It’ campaign to launch the new adidas Originals MEGA range. We are big Messi fans here at Foot Locker, so when he took a break from shooting the spot we got a chance to chat to him about his love of football, his love of sneakers and his love of adidas.

But first thing’s first – why is the footballer who so many call the best in the world being asked to not kick the ball? The campaign sees Messi doing the impossible to keep his sneakers fresh.

“I thought that it was pretty funny, no one has ever asked me to not kick a ball before. But I get it, you don’t want to get your shoes dirty. You see it in the spot, not kicking a ball is the hardest thing I do, but to keep my sneakers clean...”

“It was a different shooting experience; more relaxed and fun at the same time. The main challenge was to do a good performance so that the spectators can get the sense of humour of the TV commercial.”

Launching across Europe on 1st September 2011, the adidas MEGA Vario is exclusive to Foot Locker. So what made Messi come on board to collaborate on the MEGA Vario?

“I like the whole shoe, but my favorite part is the plugs - so cool. It’s comfortable, light and looks like the original adidas LA trainer. It’s history for sure. adidas is part of sports history. Some of the coolest people have worn adidas on and off the field, even my dad used to wear adidas sneakers back in Argentina.”

Inspiration for the sneaker’s absorption plugs comes from the Handball sneaker, released in 1984; the MEGA Vario brings the concept bang up to date featuring oversized plugs, exposed by a cut-out sole. With the distinctive metallic 3-stripes these sneakers have as much substance as they do style.

“Style is important as it is an extension of someone’s personality. However, the most important is to feel comfortable with oneself and adidas MEGA Vario are comfortable and nice shoes.”

Find the collection on pages 14-15.

Leo Messi refuses to kick the ball in his adidas MEGA Vario

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Sneakerheads“My name is ****** and I am a sneaker-holic”

There is a difference between standard sneaker appreciation and being a full on Sneakerhead: if you’ve ever bought sneakers instead of paying rent and then patiently saved up for weeks just to get that second pair in a different colour – you are probably a Sneakerhead. If you spend entire days hanging out in Foot Locker and are on first name terms with our staff - you are probably a Sneakerhead. Sneakerheads take their shoe appreciation to the next level and they can spot a fellow Sneakerhead at 10 paces.

In this magazine we meet three Sneakerheads from Spain, Germany and France. Our sneaker loving friends let us into their wardrobes and confess to some of the things they have done for the love of footwear.

Name: Jesús Pascual - aka “Chus”Age: 25 Occupation: Store Manager Number of sneakers: 250 pairsSneaker passion: collects all shoes that inspire him from the basketball and hip hop scene.Sneaker culture: involved in all special sneakers events and collaborations in Barcelona.

“I don’t know how I ended up in Barcelona” says Jesús, aka Chus. “I guess it’s because it is the mecca for sneakers in Spain.”Chus explains: “My influences in the sneaker world started out as my interest in basketball and hip hop.”

“My sneaker motto is ‘One to rock one to stock!’” says Chus. “You buy a pair to keep in the box and another one to use, but I would even say ‘One to rock and two to stock!’”

Chus is passionate about sneakers and a natural collector. “I’ve stopped counting my collection at 100 sneakers. I’ve always bought sneakers that I was actually going to use.”“A person who really loves their sneakers collects them not because of their value or price, but because they are trophies!”

“The craziest thing I have done for a pair of sneakers was when I was out partying with my friends and at 5am I told them that I had to go home to bid on a pair of sneakers online!”.

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Name: Amel Age: 25 Occupation: Online Project ManagerNumber of sneakers: About 50 pairsSneaker passion: has been collecting sneakers for ten years, especially Nike. She has a real addiction for Jordan 2, her number one model. Sneaker culture: involved in numerous sneakers projects, she has a section dedicated to her addiction on her blog uglymely.com

“I want to show that women can look feminine in sneakers”, says Amel. “I think Nike trainers do exactly what Coco Chanel did with her two tone shoes: make the feet look elegant.”

Amel was introduced to sneaker culture by her brother and sister at a young age; hip hop and rap music formed the basis of her education and by the time she spotted a pair of Fila Grant Hill at

a local supermarket whilst in the third grade, her sneaker addiction had kicked in. “They weren’t ‘feminine’, but I nagged my mother until she bought them”.

Since then, Amel has carried on collecting sneakers, from Stan Smiths and Pumas, to a massive number of Nikes - she ranks the Jordan 2 as her number 1 shoe. Amel has even made a career out of her passion – she now works as an online project manager and counts sneaker brands amongst her clients. Her blog uglymely.com is essential viewing for all Sneakerheads.

Finally, what are Amel’s sneaker rules? “I never wear the same pair for two consecutive days, selling them is a no-no, and throwing them away would be a crime!”

Amel // France

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Name: Quote Age: 28 Occupation: Advertising TechnicianNumber of sneakers: About 200 pairs – adidas onlySneaker passion: has been collecting adidas sneakers for more than twelve years – especially vintage pairs.Sneaker culture: He won the 2009 adidas competition “Berlin’s Most Original” and is a constant in Berlin’s sneaker scene.

Quote never planned to start collecting - “it simply happened over time”, with 200 pairs of adidas sneakers now being displayed on a custom-made shelf in his Berlin home. Most are from the 70s and 80s, which is his preferred era for sneakers. “adidas always had a giant selection and they were always really cool.” “Cooler designs, cooler techniques, better materials and superior quality – the brand is cult for me.”

His absolute favourite is the adidas LA Trainer, the epitome of a classic sports shoe for him. “I just got the retro version of the adidas LA Trainer II a couple of weeks ago at Foot Locker - it was only available there.” When Quote comes face to face with a vintage model he has to have, the hunt begins: he searches online and in catalogues, gets in touch with other collectors and posts on sneaker communities and forums. When he finds someone who offers the shoe in the right size, preferably he will swap them for another vintage pair, as a lot of collector deals work in exchanges or swaps. “If everything is about sneakers - if you earn money with it, if it is constantly on your mind, or you even spend a weekend camping in front of a store waiting for a limited edition - that’s sneaker culture for me.”

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Maximum Volume

What do you get when you mix an iconic Grammy nominated dance music titan with a world renowned sport and street wear brand? The answer is deadmau5 and PUMA’s latest collaboration, a collection available exclusively from August 2011 at selected Foot Locker stores. The Canadian born artist has made this fall’s collection with PUMA for Foot Locker beat inspired. His distinctive brand of sub bass troubling productions, such as the album ‘4x4=12’, have been rising out from the underground and hitting the mainstream with an ever growing number of fans worldwide.

deadmau5 is one of the world’s foremost electronic music producers and performers. Currently in a joint venture deal with leading label EMI, he has performed in front of hundreds of thousands of fans at major festivals and venues across the globe. “With respect to Kraftwerk and Daft Punk, this must be among the most visually spectacular shows in dance music history” said The Guardian newspaper. His show at London’s Earls Court in December saw him sell out the legendary 19,000 capacity venue and become the first ever electronic artist to headline there.

deadmau5 has been collaborating with PUMA since 2008 - “There are too many collaborations to count so far!” says deadmau5. “I love the massive ranges, artsy boutique editions and the worldwide availability of PUMA. Sneakers and electronic music go hand in hand.” Here at Foot Locker we managed to squeeze in a chat with the globetrotting electronic artist between bookings for stadium sized gigs, festivals and clubs across the world. We spoke about life as a producer, live performer, the new collection and deadmau5’s love of PUMA. Available exclusively at selected Foot Locker stores, the deadmau5 and PUMA collection features fresh, electro-inspired colour combinations. “I do love high contrasting colours,” says deadmau5.

“And I have a metric ton of sneakers” he continues, “I wear them seven days a week.” In this collection you’ll find patent, diamante and hologram details, as well as the unmistakable mouse motif on selected pieces. deadmau5 is a very busy guy, with gigs all year round - from London to Lisbon, Paris to Prague, he’s used to getting crowds jumping. Does he notice any differences in the crowds from country to country? “People enjoying music and enjoying an experience together as a whole looks the same to me all over the world. It is lovely!” But all that partying can definitely take its toll on your sneakers. “One of my best sneaker

memories is wearing my brand new PUMA Suedes at the Radio1 gig in Swindon, in the mud. Totally devastated them - for a good cause.” And as for tips for any aspiring electronic music producer, deadmau5 has some good advice: “Keep at it, listen to no one and do it your way!” Good advice, we reckon. The collection is available in selected Foot Locker stores from August 2011. You can find them on page 26.

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MilanMilan is the fashion capital of Europe and Milanese people are pretty competitive. So, in Milan, when it comes to wearing sneakers the aim is clear: you’ve got to have the best pair.

A walk in the fashion district proves it; between Piazza San Babila and Via Montenapoleone, Milan’s notably stylish areas, sneakers are a must. You’ll see boys and girls

mixing up designer clothes and accessories with limited edition hi-top Air Force 1 and adidas Top Ten Hi. Even the fashionistas ditch their heels and switch to a pair of box fresh sneaks to dash between the Milan fashion week shows here.

At Corso Vittorio Emanuele, just near Piazza San Babila, you’ll find Foot Locker’s brand new flagship store which opened in June. It’s the biggest store in Italy!

The fashion capital of Europe

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If you love sport, this place is made for you; Nike’s House of Hoops by Foot Locker is dedicated to the basketball world and is definitely worth a trip. And even if you don’t want to sweat, you can explore sneaker culture on the adidas Originals floor, staffed by sneaker experts who might even teach you a thing or two.

Moving to Porta Ticinese you’ll notice the style relaxes, but not the attention of what you’re wearing: Air Max and running shoes are fashion classics, but style hunters will spot the basketball sneaker trend here too. This is the best place to show off the results of your shopping - just remember to wear the most exclusive pair!

In the city suburbs you’ll meet the harder sneaker heads - writers, ballers, hardcore guys and girls. Here a pair of fresh Nikes, however cool they may be, won’t save you from the third degree: this crew will want to know which Foot Locker store you found them in.

You’ll find Milan’s hipsters rockin their Converse at the city’s latest hot spot. Beat up or fresh out the box these hipsters make their Converse work whatever they’re wearing.

In Milan new places are born every week. The only thing that stays the same is this city’s love of sneakers.

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Fresh at Foot Locker

adidas LA trainer II / 4205956304 adidas LA trainer II / 4205957104

adidas LA trainer / 4205917504 adidas mega vario / 4205938104adidas varstity rev gilet / 7450524328

adidas airline bag / 9640909110 adidas mega vario flc pt / 7346599480

adidas ost / 9325588880

adidas small bag / 9640786481 adidas vespa fz hd / 7346593780adidas chile tt / 7450490420

‘Heads Up!’ Find out what will be landing in your nearest Foot Locker store this Autumn.

Order via Sneaker Finder > page 36

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1. adidas mega vario / 4205938104 2. adidas mega vario / 4205937304 3. sneaker freak flc pt / 7240254830

4. adidas mega vario hd / 734659780 5. sneaker freak gilet / 7555020410 6. adidas LA trainer cap / 9325593880

7. adidas LA trainer small bag / 9640880780

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1. adidas chile tt / 745048880 2. coloud headphones / 9430307210 3. adidas SST / 9325586280

4. sneaker freak gilet / 7555021580 5. sneaker freak pt / 7240256927 6. nike air waffle trainer / 4205953004

7. adidas airline bag / 9640865880 8. nike prestige III / 4104120804

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nike windrunner fz hd / 7346787580

nike lunar max / 4205906804

nike am90 / 4205715304

nike am classic / 4205911804 nike am classic / 4205910004

nike am90 / 4205902704

nike airmax alpha / 4205929004

nike lunar max / 4205907604

nike airmax alpha / 4205930804

nike am90 cap / 9325681981adidas airline bag / 9640867480 adidas chile pu tt / 7450578080

Find it at Foot Locker!

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new balance 410 / 4205895304

new balance 410 / 4205894604

nike air waffle trainer / 4205952204

diadora clash vintage / 4205932404

diadora clash vintage / 4205934004

nike saku / 4705489004adidas snapback cap / 9325590110

nike gymsack / 9640895580

nike windrunner fz hd / 7346516880

sneaker freak oth hd / 7240218880

adidas bts fz hd / 7346484430 adidas bts pt / 7346486020

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1. womens nike tuned 1 / 5243071602 2. nike tuned 1 / 4205898704 3. nike tuned 1 / 4205944904 4. womens nike tuned 1 / 5243093002 5. nike tuned 1 / 4205945604 6. nike tuned 1 / 4205871404

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adidas zx country / 4731689304

adidas vespa / 4311766704

adidas grand slam II / 4311752704

adidas vespa / 4205926604

new era cap / 9325610928

new york cosmos varsity flc jk / 7135392828

adidas vespa / 4311762604

adidas vespa / 4311763404

adidas vespa jk / 7450517880

adidas varsity pt / 7346702328

adidas top10 / 4104076204

adidas vespa / 4205925804majestic red sox varsity jk / 7135401728

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1. coloud headphones / 9430317980 2. new era 9505 snapback cap / 9325622210 3. adidas varsity jkt / 7346736128

4. majestic red sox flc fz hd / 7135364510 5. majestic red sox flc pt / 7135355130 6. converse padded collar 2 / 4522514604

7. adidas top10 / 4104075404

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1. adidas attitude vulc / 4522506204 2. adidas attitude vulc / 4522505404 3. adidas hardcourt lo / 4522503904

4. adidas hardcourt lo / 45220504704 5. adidas hardcourt mid / 4522526004 6. adidas hardcourt mid / 4522575704

7. adidas hardcourt mid / 4522525204 8. adidas hardcourt mid/ 4522574004 9. adidas hardcourt mid / 4522507004

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1. coloud headphones / 9430307210 2. adidas snapback cap / 9325589310 3. mlb gymsack / 9640858626

4. adidas rev jk / 7450495320 5. new york cosmos tee / 7135391810 6. new york cosmos flc pt / 7135393628

7. adidas forum remodel / 4103847704 8. big nike hi ac / 4104044004

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new era 5950 cap / 9358593330

adidas replica short celtics / 7135190410

new era 5950 cap / 9358591526adidas replica jersey celtics / 7135186940

te yale flc pt / 7135348810

nike air prestige III / 4104848104

nike air phenom / 4104121604

big nike hi ac / 4104043204

nike air phenom / 4104123204

nike air force 1 ´07 / 4104041604 nike air force 1 ´07 / 4104040804

te yale varsity flc hd jk / 7135347010

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1. converse padded collar loopback / 4522517904 2. converse padded collar loopback / 4522518704

3. converse padded collar 2 / 4522515304 4. converse padded collar 2 / 4522531004 5. converse padded collar 2 / 4522530204

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etnies rvm2 / 4522566604

etnies jameson II / 4522559104

dc inbound / 4522549204dc inbound / 4522550004

etnies jameson II / 4522558304

etnies fairfax / 4522556704

puma street jump mid “deadmau5” / 4522570804 puma street jump lo “deadmau5” / 4522569004

puma street jump mid “deadmau5” / 4522571604

sneaker freak oth hd / 7240264280

sneaker freak beats hd jk / 7240217080

dc court graffik / 4522547604 dc flash lea / 4522544304

etnies fader 1.5 / 4522563304

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new era trucker / 9325634080

nike vintage bag / 9640875780

lacoste ampthill platinum / 4311784004

adidas porsche / 4731645504

nike flash / 4311772504

nike capri 2 mid / 4522247304

adidas porsche / 4731646304

lacoste europa platinum / 4311787304

nike flash / 4311771704

nike capri 2 mid / 4522521104

lacoste tabor platinum / 4311783204

lacoste europa platinum / 4311786504

sneaker freak gilet / 7555009080

lacoste tabor platinum / 4311782404

Find it at www.footlocker.eu

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timberland 6” authentic / 4629611204

timberland grafton / 4629615304

lacoste upton / 4629631004

k1x mk9 / 4629641904

lacoste upton / 4629632804

new era 950 snapback / 9325623086

new era 5950 cap / 9325614081

new era 5950 dogear / 9325672663

timberland 6” authentic / 4629613804

sneaker freak jk / 7555013863

sneaker freak bubblle jk / 7555015780

sneaker freak buffalo flc fz hd / 7240229979 mlb gymsack / 9640702380

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1. adidas chile quilted jk / 7450548380 2. sneaker freak flc fz hd / 7240241350 3. adidas chile pt / 7450547580

4. timberland grafton / 4629620304 5. k1x mk9 / 4629639304

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womens

1. nike double team lite / 5347362402 2. adidas concord ballerina / 5347473902 3. adidas casual lo / 5551475502

4. adidas casual lo / 5551476302 5. adidas hardcourt / 5347493702 6. nike fivekay / 5347486102

7. adidas concord ballerina / 5347472102 8. adidas concord ballerina / 5347464802 9. adidas trefoil bag - 9640881580

10. new era trucker / 9325562432 11. adidas chile bomber jk / 7975341980 12. adidas chile long hd / 7975335180

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womens adidas airline bag / 9640709880

womens adidas varsity jk / 7975343229

womens adidas hardcourt / 5347460602

womens adidas varsity pt / 7975344029

womens adidas chile zebra jk / 7975334480

womens nike collected / 5347476202

womens converse padded collar 2 / 5551467202

womens nike collected / 5347477002

womens converse padded collar 2 / 5551469802

womens converse padded collar loopback / 5551468002

womens nike double team lite / 5347474702

womens adidas LA trainer / 5243064102

Find fresh sneaks with

Sneaker Finder

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womens adidas chile tt / 797532080

womens adidas denim pt / 7975338229

womens adidas LA trainer / 5243086402

womens adidas LA trainer / 5243085602

womens reebok easytone+ / 5243081502

womens nike air max trainer excel / 5243077302

womens reebok easytone classic leather / 5243079902

womens adidas ssize hd / 7975330910

womens reebok runtone / 5242986602

womens nike air max trainer excel / 5243076502

Order via Sneaker Finder > page 36

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1. adidas honey mid / 5551288202 2. converse padded collar 2 / 5551490402 3. converse padded collar 2 / 5551314602

4. timberland fur roll down boot / 5551481302 5. le coq sportif diamond vichy / 5550002802 6. converse andover boot / 555149202

7. ukala lilly boot / 5550043202 8. le coq sportif diamond vichy / 5550001002 9. timberland fur roll down boot / 5551480502

10. le coq sportif valette fur mid plus / 5550003602

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1. nike am90 / 6370780104 2. converse reporter / 9640900181 3. timberland grafton / 6370807204

4. nike prestige lo / 6370782704 5. nike cheyenne backpack / 9640870880 6. nike flash / 6370791804

7. nike prestige hi / 6370788404 8. nike court trad 2 v / 6370789204 9. nike sweet classic hi / 6370783504

10. nike am90 / 6370820504

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kids adidas LA trainer / 6370774404

kids nike jordan flight 45 / 6370813004

kids big nike hi / 6370777704

kids nike prestige lo / 6370815504

kids adidas hardcourt hi / 6370773604

kids timberland grafton / 6370809804

kids converse padded collar 2 / 6162772004

kids converse padded collar 2 / 6162771204

kids timberland grafton / 6370808004

kids adidas LA trainer / 6370775104

kids adidas top10 hi / 6370826204

kids converse padded collar 2 / 6477895904

kids adidas hardcourt hi / 6370776904

kids converse padded collar 2 / 6477896704

Find it at Foot Locker

Fre

sh a

t Fo

ot

Lock

er

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Sneaker Finder

adidas mega vario / 4205938104

1. Fill out the form.2. Hand it to a Foot Locker staff member in store.3. Let the Foot Locker family take care of ordering for you.4. Kick back, relax and wait for us to deliver your new sneakers to your door! (Or you can come and see us in store to pick up your new purchase – you know we love it when you visit!)

PRODUCT NAME CODE SIZE PRICE

Our staff w

ill fill the price in fo

r you

NAME

ADDRESS

POSTAL CODE

PHONE

E-MAIL

EXAMPLE

product name code

Straight off the streets

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