Hundreds lined up outside a Wearside store to ensure they were among the first to get their feet into the latest trainers designed for Adidas by Kanye West.
Aphrodite, in Vine Place, Sunderland, attracted a queue from Friday morning as people from across the region waited to buy the £150 trainers.
The sales began to ring through the tills from 10am on Saturday, with those first in line able to pick up their pair as the hour approached.
The shoes - the Adidas Yeezy 350 Boost - have been party designed by the singer and are the third collaboration between the star and the company.
Among them was Jack Kamintzis, 21, from Seaburn, who works as a chef at No 4 cafe in East Boldon, who had queued from noon.
He put his on as soon as he was out the store, putting them on as others still waiting to get in checked out the trainers.
He said: "I got his last pair and I just like the colour way.
"It's been really good in the queue, a really good buzz, and people have just been talking about trainers.
"I'll be wearing mine."
Apprentice engineer Jamie Russell, 20, from Chester-le-Street, stood in line from 4pm yesterday.
He said: "I was going to go to Newcastle, where I went last time, but I decided to come here.
"I just like them, I like the colour, and I will be wearing them, definitely."
The shop's bosses have been taking calls and inquiries about their stock of the design for months after it said it would be selling them.