Last Friday a short message appeared on the Instagram page of RC Sneakers a small Belgian online sneaker shop specializing in retro Nike models.

No new collection, no flash sale, but five words that silenced thousands of followers.:

Enter 24 hour had the message more than 800 comments. Truly customers who wrote that they "sad" were. People who asked: "Can I order something else??" And sneakerheads begging for the last couples.

We at Sneaker Culture contacted founder David to find out exactly what's going on And why he's his most popular shoe, the Nike Air Max 90 "Valentine's Day", Now give away for a price that is lower than what he himself paid for it.

David Mertens (34) from Antwerp never intended to become an entrepreneur. He was warehouse manager at a logistics company and sneaker enthusiast in his spare time. His collection at home contained more than 40 pairs, neatly stacked along his bedroom wall.

"My girlfriend used to say, "If you're so fond of sneakers, why don't you make money off it?"?'" His voice sounds calm, but there's a tension underneath it..

In 2024 he started RC Sneakers from his garage. The concept was simple: buy returns and outlet models from Nike and sell them to the consumer with a substantial discount. Without intermediaries, without expensive shop rentals, with no marketing budgets of millions.

In six months, he had more than he expected. 3.000 few sold. Customers from Belgium, the Netherlands, Germany, France. Five-star reviews flowed in. The small garage company grew into a serious webshop with more than 10.000 satisfied customers.

But then came 2025.

David sighs when we ask him what went wrong.

"The wrong word has gone wrong, nothing has gone wrong.."

He explains: the suppliers where he bought his returns and outlet models are all taken over by large platform players. Zalando. Amazon. Chinese marketplaces offering the same shoes only with budgets that a one-man business can't compete with.

On top of that, rising delivery costs, VAT changes for e-commerce in the EU and an unexpected post-tax tax.

"One Tuesday night I was sitting at the kitchen table. My girlfriend had already gone to bed. I looked at the numbers and realized if I don't stop now, I'm gonna make debts, and I refuse.."

The decision was made. RC Sneakers would close.

But there was one problem.: stocks.

When David announced the closure, he had hundreds of pairs of sneakers in stock.. Models he ordered before spring. And his personal favourite: the Nike Air Max 90 "Valentine's Day" Edition.

"That Valentine's Day is a special story," says he. "I ordered it because my girlfriend, who took this adventure with me, loved it. It was actually our model. Pink, red, white. Romantic but with that classic Air Max aggression."

David had three options for his remaining stock:

Option 1: Return to the supplier. "He offered me. 30% An insult to my purchase price.."

Option 2: Selling to a buyer. "A big party dealer from Rotterdam called me. He wanted to take over everything for a fraction of the price, and then sell it on Vinted for double.."

Option 3: Selling to his customers ♪ The people who made RC Sneakers great. Under the purchase price if you have to.

And so David decided to be entire remaining stock of Nike Air Max 90 Valentine's Day to be sold for €69,90 — while the advisory price €190,90 That's a discount of 63%.

"I lose money on it, but I'd rather lose money than my conscience.."

The Nike Air Max 90 It's an icon since the launch in 1990 — more than 35 Years ago the Air Max is 90 One of the world's best-selling sneakers, not because Nike spends millions on advertising. works.

What about the Valentine's Day edition?.

Let's face it, a Nike Air Max. 90 Valentine's Day Edition for €69,90 — This is a shoe currently offered to other retailers for €170 to €210. Some sizes are sold on StockX even for more than €250.

David sells them for 63% under the advisory price. Not because there's something wrong with it, not because it's a fake, but because an entrepreneur closes the door and has to clear his stash..

Such situations rarely occur. And if they occur, the stock is sometimes sold out for hours in days..

There will be no new stock, there will be no reorder. When the last couples are gone, it is over. The web shop goes offline..