Size matters: Sneaker concept store sets foot in Antwerp


International concept store size? plans to solidify Antwerp’s reputation as a prime shopping destination for sneakerheads

Opens today

Walking around the streets of Antwerp, you can regularly spot queues of coolly clad hipsters blocking the sidewalk. While it may seem as though they’re waiting to enter a secret club, they are actually standing in line in front of their favourite sneaker stores, hoping to get their hands on a limited release.

Excitement peaks when a raffle decides who gets to walk home in one of Kanye West’s Yeezy designs or a pair of Nike Air Max trainers in a funky new colour.

One shopping area in the city centre is particularly known for this urban phenomenon. It stretches roughly from Oudaan to IJzerenwaag and is dubbed the unofficial sneaker district of Antwerp.

It’s here that British sneaker emporium size? is opening its first Belgian outlet today. Size?, part of the JD Sports group, first launched in the UK in 2000. Whereas the eponymous multi-brand megastore on Antwerp’s Meir sells to the masses, size? caters to a more selective crowd.

Every size? concept store tells a story, closely linked to the city in which it resides. “We want each location to have its own personality,” explains Simon Newby of size?’s marketing department. “Antwerp has birthed some of the most celebrated fashion designers in the world today, so we’re pleased to be able to join this creative community.”

Exclusives from Nike, Adidas

Located next door to skate shop Lockwood and sneaker hotspot Avenue, competition is literally around the corner. Size? plans to meet it head-on with exclusive items and exciting launches from names like Nike, Adidas and Puma.

“Thanks to our longstanding relationships with some of the biggest brands, a selection of our products are produced exclusively for size,” says Newby. “You won’t find them in any other retailer in the world.”

The new store is the 40th addition to the size? brand and opens its doors on Friday the 13th. But that doesn’t necessarily mean bad luck.

Newby: “We’ve held onto a number of limited-edition releases from 2018 to sell on opening day. They are sure to create a lot of excitement.”

For the sneaker shoppers, only one question remains: “Size?”