The sneaker shop in Belval Plaza, and the only one the brand still has.
It began in 2020 with Aron and his sister reselling limited-edition Nike, Jordan, New Balance, Adidas and Asics, pairs that were simply not available in Luxembourg. In early 2023 Aron went into it properly with Dylan, and by that September they had a first shop in Schifflange. A year later came Luxembourg City. Then, in December 2024, a pop-up in Belval.
The pop-up did better than either of the permanent shops. In October 2025 they made the decision that tells you everything: they closed the others and made Belval the single New Fresh Kicks store, launching an international online shop alongside it.
A Luxembourg business chose Belval over Luxembourg City. That does not happen often, and it is worth writing down.
Inside is what they describe as the largest sneaker wall in the country, built after the big American sneaker stores, with the sought-after pairs alongside labels most shops here do not carry: Denim Tears, Corteiz, Sp5der, Essentials, and smaller names including Lukamachain, Orelien and Purpill.
