pink and purple, and that s what girls like. and so finally, i think, women came in and started designing, bringing up new ssilhouettes, nw stories. there was just more to offer us. and the demand was there. reporter: and while the convenience of online shopping has grown, lauren says the community a sneaker store creates is more vital than ever. brick and mortar is even more important every day, because it s a place for people to become a community, to have conversations, to have collaborate together. you come here, you get inspired, you meet other people, and they go out and they create. reporter: a connection that can benefit both the collector and those around them. what is sneaker culture to killer mike? it helped me to good grades, because my aunt says, as long as you get good grades, i keep your feet fresh. it keeps me romantic with my girl, because i don t buy dope sneakers without buying her some too. it has connected to me a brilliant tapestry of people. just like