Every week, sneakerheads anxiously place their bids on the SNKRS app, silently praying and hoping that they can beat the system and grab themselves a pair of limited Yeezys and Air Jordans. But when 8:30am rolls along and notifications are sent out to those lucky few, we consistently find ourselves with on the losing side with nothing but a “try again next time” message. With it becoming increasingly difficult to nab a pair of highly sought-after trainers we’re always on the lookout for certified resellers and specialists, and luxury footwear brand Kick Game are out here solving all our problems.

Originally hailing from Covent Garden in London, the streetwear brand are expanding to the Midlands, offering up the rarest and most exclusive sneakers from Air Jordan, Off-White, Nike and Adidas – all in hand. Located in Birmingham’s Bullring & Grand Central, the store ran by James McKerdy opened its doors this past bank holiday, with homegrown rapper MIST welcoming customers with a surprise “Shopping for Sneakers” experience.

Managing Director of Kick Game, Alicia Thompson said, “We are thrilled to be continuing our store expansion with this new store opening. The Bullring & Grand Central is one of the most iconic shopping destinations in the UK and it marks a momentous milestone for our brand, it champions the in-store retail experience that has been so missed in recent months. Our online business has done very well over lockdown, but the physical and experiential retail experience is a huge part of our strategy – and what our customers love.”

Earlier this year, the sneaker giants partnered with supermodel Jourdan Dunn and emerging artist Eva Apio to launch a charity campaign celebrating International Women’s Day. Hosting a special auction for some of the rarest hand-signed Kick Game trainers, the company donated the proceeds to the Young Women’s Trust to help support females achieve economic justice.

For more information on Kick Game and their expansive sneaker collection, visit Kickgame.co.uk