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RetailCraft 39 – ”The Sneakerati” – Footasylum at NRF 2023

In our second run-and-record session from NRF 2023 in New York in January 2023, we catch up with Mike Wallwork, Head of eCommerce at Footasylum, the fast-growing destination for sneakerheads in the UK… 

From a distinct, Manchester-born DNA in 2005, the business has grown rapidly online and into 66 stores. In our conversation Mike gives us an insight into the knowledge, passion and expertise in the team that connects a very demanding and knowledgeable consumer with local yet global trends. It’s clear the level of consideration, expertise and focus needed – “our teams are basically our consumer” – even between the Footasylum and (subsidiary) Sevenstore (

We chat about their app (including in-app voting), loyalty schemes,  brands, understanding the customer, engagement, how to keep the inspiration fresh while spotting up-and-coming trends, and the growth of own-brand. Not bad for 17 minutes!


Run time: 17 minutes


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Mike Wallwork: 

Jamie Merrick: 

Ian Jindal:   and 

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Recorded at NRF 2023 in New York and engineered at Spiritland Studios, UK.

Episode photo credit: Ian Jindal (

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