Milan i / deadmau5 / s s e M o e L // #2 Fall 2011
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Upfront It’s a Sneaker Thing The Foot Locker Magazine Ir. D.S. Tuijnmanweg 3 4131 PN Vianen The Netherlands www.footlocker.eu info@footlocker.com Publisher Foot Locker Europe B.V. Ir. D.S. Tuijnmanweg 3 4131 PN Vianen The Netherlands Editor Tim Cincotta P.O. Box 309 4130 EH Vianen The Netherlands Printer Imagink Ltd Unit 5 Mill Hall Business Estate, Mill Hall Aylesford, Kent ME20 7 JZ United Kingdom Contributors Design Alex Smith and Marc Salvador Cover Lianne van der Laar // Lava Copywriter Sophie Berry // Svenja Roth // Marco Zanoni // Stéphane Gaboué Photography Robbert Broekhuijsen // Mike Koloska // Jule Hering // Sophie Arancio // Roger Ferrero
# 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…
Product styling Reddish Design Translations WorldWriters 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 info@footlocker.com
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Leo Messi Leo Messi refuses to kick the ball in his adidas MEGA Vario When 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.
Leo Messi
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.
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“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.
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Leo Messi
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Sneakerheads
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.
“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: Jesús Pascual - aka “Chus” Age: 25 Occupation: Store Manager Number of sneakers: 250 pairs Sneaker 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.
Sneakerheads
Jesús // Spain
Amel // France
Sneakerheads
Name: Amel Age: 25 Occupation: Online Project Manager Number of sneakers: About 50 pairs Sneaker 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
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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”.
“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.”
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.
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
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!”
Sneakerheads
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Quote // Germany Name: Quote Age: 28 Occupation: Advertising Technician Number of sneakers: About 200 pairs – adidas only Sneaker 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.
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.
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.
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.
“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.”
“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.”
Maximum Volume
Maximum Volume
deadmau5 has been collaborating with PUMA since 2008 - “There are too many collaborations to count so far!” says deadmau5.
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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.
“I love the massive ranges, artsy boutique editions and the worldwide availability of PUMA. Sneakers and electronic music go hand in hand.”
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.
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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Maximum Volume
Milan
Milan
The fashion capital of Europe
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Milan 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.
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.
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
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!
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Milan
Milan
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.
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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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Milan
Fresh at Foot Locker ‘Heads Up!’ Find out what will be landing in your nearest Foot Locker store this Autumn.
Order via Sneaker Finder > page 36
adidas LA trainer II / 4205957104
adidas small bag / 9640786481
adidas vespa fz hd / 7346593780
adidas ost / 9325588880
adidas mega vario flc pt / 7346599480
Fresh at Foot Locker
adidas LA trainer II / 4205956304
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adidas chile tt / 7450490420
adidas airline bag / 9640909110
adidas LA trainer / 4205917504
adidas varstity rev gilet / 7450524328
adidas mega vario / 4205938104
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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
nike windrunner fz hd / 7346787580
nike am classic / 4205911804
nike am classic / 4205910004
nike airmax alpha / 4205930804
nike airmax alpha / 4205929004
Fresh at Foot Locker
nike am90 / 4205715304
nike am90 cap / 9325681981
adidas chile pu tt / 7450578080
Find it at Foot Locker!
nike am90 / 4205902704
nike lunar max / 4205907604
nike lunar max / 4205906804
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adidas airline bag / 9640867480
sneaker freak oth hd / 7240218880
nike air waffle trainer / 4205952204
nike gymsack / 9640895580
adidas snapback cap / 9325590110
nike saku / 4705489004
Fresh at Foot Locker
new balance 410 / 4205894604
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new balance 410 / 4205895304
nike windrunner fz hd / 7346516880
diadora clash vintage / 4205932404
adidas bts fz hd / 7346484430
diadora clash vintage / 4205934004
adidas bts pt / 7346486020
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Fresh at Foot Locker
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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
adidas top10 / 4104076204
adidas vespa / 4311766704
adidas vespa / 4311762604
adidas vespa jk / 7450517880
Fresh at Foot Locker
adidas grand slam II / 4311752704
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adidas vespa / 4311763404
new york cosmos varsity flc jk / 7135392828 new era cap / 9325610928
adidas zx country / 4731689304
adidas vespa / 4205926604
majestic red sox varsity jk / 7135401728
adidas varsity pt / 7346702328
adidas vespa / 4205925804
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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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Fresh at Foot Locker
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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
nike air phenom / 4104123204
Fresh at Foot Locker
adidas replica jersey celtics / 7135186940
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te yale flc pt / 7135348810
new era 5950 cap / 9358591526
nike air phenom / 4104121604
adidas replica short celtics / 7135190410
new era 5950 cap / 9358593330
big nike hi ac / 4104043204
te yale varsity flc hd jk / 7135347010
nike air prestige III / 4104848104
nike air force 1 ´07 / 4104041604
nike air force 1 ´07 / 4104040804
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Fresh at Foot Locker
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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
puma street jump mid “deadmau5” / 4522571604
puma street jump lo “deadmau5” / 4522569004
etnies fader 1.5 / 4522563304
dc court graffik / 4522547604
dc flash lea / 4522544304
dc inbound / 4522550004
dc inbound / 4522549204
Fresh at Foot Locker
puma street jump mid “deadmau5” / 4522570804
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sneaker freak oth hd / 7240264280
etnies jameson II / 4522559104
etnies fairfax / 4522556704
etnies rvm2 / 4522566604
etnies jameson II / 4522558304
sneaker freak beats hd jk / 7240217080
Find it at www.footlocker.eu
nike vintage bag / 9640875780
lacoste tabor platinum / 4311782404
nike flash / 4311772504
nike flash / 4311771704
adidas porsche / 4731646304
lacoste europa platinum / 4311786504
lacoste europa platinum / 4311787304
lacoste ampthill platinum / 4311784004
Fresh at Foot Locker
lacoste tabor platinum / 4311783204
adidas porsche / 4731645504
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sneaker freak gilet / 7555009080
new era trucker / 9325634080
nike capri 2 mid / 4522247304
nike capri 2 mid / 4522521104
timberland grafton / 4629615304
k1x mk9 / 4629641904
sneaker freak bubblle jk / 7555015780
new era 5950 dogear / 9325672663
new era 5950 cap / 9325614081
timberland 6� authentic / 4629613804
Fresh at Foot Locker
new era 950 snapback / 9325623086
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sneaker freak buffalo flc fz hd / 7240229979
sneaker freak jk / 7555013863
timberland 6� authentic / 4629611204
lacoste upton / 4629631004
mlb gymsack / 9640702380
lacoste upton / 4629632804
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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
womens converse padded collar loopback / 5551468002
womens adidas chile zebra jk / 7975334480
womens converse padded collar 2 / 5551469802
womens adidas varsity pt / 7975344029
Fresh at Foot Locker
Find fresh sneaks with Sneaker Finder
womens adidas varsity jk / 7975343229
womens adidas hardcourt / 5347460602
womens adidas airline bag / 9640709880
womens nike double team lite / 5347474702
womens adidas LA trainer / 5243064102
womens nike collected / 5347476202
womens nike collected / 5347477002
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womens converse padded collar 2 / 5551467202
womens reebok runtone / 5242986602
womens adidas chile tt / 797532080
womens reebok easytone+ / 5243081502
womens reebok easytone classic leather / 5243079902
Order via Sneaker Finder > page 36
Fresh at Foot Locker
womens nike air max trainer excel / 5243077302
womens nike air max trainer excel / 5243076502
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womens adidas LA trainer / 5243086402
womens adidas denim pt / 7975338229
womens adidas LA trainer / 5243085602
womens adidas ssize hd / 7975330910
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5 4
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Fresh at Foot Locker
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womens 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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Fresh at Foot Locker
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kids 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
kids nike prestige lo / 6370815504
kids converse padded collar 2 / 6477896704
kids converse padded collar 2 / 6477895904
kids big nike hi / 6370777704
kids converse padded collar 2 / 6162772004
kids converse padded collar 2 / 6162771204
kids nike jordan flight 45 / 6370813004
Fresh at Foot Locker
kids adidas LA trainer / 6370775104
kids adidas top10 hi / 6370826204
kids adidas LA trainer / 6370774404
Find it at Foot Locker
kids timberland grafton / 6370809804
kids timberland grafton / 6370808004
kids adidas hardcourt hi / 6370776904
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kids adidas hardcourt hi / 6370773604
Sneaker Finder Straight off the streets
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!) NAME ADDRESS
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