Trainer-mad youngsters have spent the night on Northumberland Street to get their hands on a new product.
Dozens of fashionistas queued outside JD Sports to grab a pair of Kanye West's newest shoes.
The limited edition Yeezy Boost 350 V2 Black trainers, produced in conjunction with Adidas, retail at £180 - but it doesn't end there.
Many say they are buying so they can sell on online and say they expect to make at least £100 by the end of the day.
One customer said: "I've been here since 5am but there were lots of people already here when I arrived.
"They're letting people in small groups and are giving people wristbands.
"A lot of people here won't even wear them - they'll go for about £300 online.
"Me and my friend bought eight pairs for myself and other people."
Some sells the trainers on ebay.
Another said: "They come out today and they'll be sold out in a couple of hours.
"They'll be worth a lot more soon."
Security staff from JD, NE1 and a Northumbria Police Community Support Officer were all at the scene dealing with the crowds.
It's not the first time trainers have had people camping out in Newcastle.
Dozens braced the cold in February to queue outside END Clothing on Grainger Street for the Off-White x Nike Air Max 90 Black.
