You've probably seen it before. An online advertisement for Nike Air Max sneakers for €60, €70, €80. And you're thinking, like everyone else. — "This is too good to be true.."

In 99 out of 100 cases, the internet is full of fake sneakers from Chinese factories that copy the original shoes up to the millimeter. Even experienced sneaker enthusiasts fall for it.

But then there's this one web shop that does sell genuine Nikes for that price.. Not "inspired by." Not "Nike quality." But the real, one hundred per cent original Nike Air Max 90 — with original box, original label, original materials.

That webshop is called RC Sneakers. And the reason they could do this is a story you should know. 'Cause it exposes how the sneaker industry really works, and why you pay way too much in store..

David Mertens (34) from Antwerp, founder of RC Sneakers, explains it to our editors. And once you understand, never look at the same price of sneakers again..

"Most people don't know that large webshops and stores do not return shipments to Nike," tells David. "Nike doesn't want them back. Too expensive, too cumbersome. Those shoes are sold to so-called "B stock traders."' companies buying returns and overstock at a fraction of the original price."

And that's exactly where David got in..

We asked David, and he laughed..

"If anyone tells me he's selling genuine Nikes for €69,90, That's why from day one, I have done everything possible to be transparent.."

David explained to us how he controls every pair:

"The easiest evidence?," says David. "Anyone who ever has a real Nike Air Max 90 has worn, recognizes the feeling immediately. The Air Unit, the weight, the way the leather bends €20 The difference is literally palpable."

For two years the model worked flawlessly. David bought, checked, and sold by. More than 10.000 satisfied customers across Europe. An assessment score of 4,6 off 5. Everything was going.

Until the beginning 2025.

"It started in January," tells David. "My largest supplier is a B-stock trader in Rotterdam where I 60% From my stock of purchases, a German investor fund took over. From one day to the next, conditions changed."

David tried to find alternatives, a supplier in Poland, one in Spain, but the market had changed..

"Everyone wanted the same thing. The big guys, uh, Zahando, Amazon, had discovered the B-stock market and bought up everything.. A small entrepreneur like me simply couldn't compete on volume anymore. My purchase price went up, my margin went down, and at some point I sold with loss."

The conclusion was inevitable..

David has one last batch in stock, a model he bought early this year before the problems started: Nike Air Max 90 "Valentine's Day" Edition.

A shoe offered to regular retailers for €170 to €210. On StockX some sizes are sold for more than €250. David's selling him for the last time. €69,90.

Why exactly this model?

The Air Max 90 Valentine's Day Edition is one of the most sought after colourways in recent years. soft pink suede, bright red and pure white leather makes it a shoe that stands out without screaming. Feminine, daring and timeless.

But it's not just the look, it's what's underneath:

Let's be honest, the story of RC Sneakers is special but it's also finite..

The business model that allowed to sell genuine Nikes for €69,90 The suppliers have been taken over by large players and the purchasing channels have dried up..

What's left is the very last stock. A batch of Nike Air Max 90 Valentine's Day that David bought earlier this year before everything changed. Once these couples are sold, the webshop goes offline.. There will be no reordering, no new collection, no sale extension.

You have three options:

Option 1: You buy the Nike Air Max 90 Valentine's Day at a regular retailer for €190,90. The same shoe, the same quality... but you pay €121 more.

Option 2: You wait. And in a few days you will read on this page: "Sold out." Without possibility to order yet.

Option 3: You're ordering today. €69,90. With 30 days return guarantee. With free tracking number. Knowing that you are wearing an original Nike for which you €121 have paid less than your neighbor.

RC Sneakers was a Belgian webshop that had found a smart way to sell original Nike sneakers for a fraction of the retail price. No counterfeits, no tricks, but returns and outlet models that became available through the B-stock chain.

That model is no longer working.. The suppliers have been taken over, the margins are gone, and the founder has decided to stop before he makes debts..

What remains is a last batch Nike Air Max 90 Valentine's Day Edition — a shoe in the shop €190,90 Cost of handling €69,90. With full return guarantee. With tracking number. 100% original.

As soon as the stock is empty, the webshop goes offline..

The choice is yours.