Sneaker culture has changed. It used to be about the hunt, the weird back-alley shops, and the local legends who knew exactly when a shipment of Jordans was hitting the loading dock. Now? It’s mostly bots, endless scrolling on apps, and praying to the SNKRS gods that you don’t get a "Sold Out" notification in three seconds. But then there’s 17th Street by ColaKicks.
Honestly, walking into this place feels like a glitch in the matrix—in a good way. It isn’t just a store. It’s a massive, 5,500-square-foot middle finger to the idea that the "brick and mortar" retail experience is dead. Located right in the heart of Virginia Beach, this spot has become a pilgrimage site for East Coast collectors. Why? Because while everyone else is fighting over pixels on a screen, ColaKicks is actually putting the physical heat in your hands.
They didn't just open a shop; they built a hub.
What is 17th Street by ColaKicks and Why is it Famous?
You've probably heard of ColaKicks if you spend any time on Instagram or TikTok. Started by Dakota Lynch, the brand grew from a small-scale operation into a multi-city powerhouse. But the 17th Street location is the crown jewel. It sits at 211 17th St, Virginia Beach, VA 23451. If you're looking for it, just look for the crowd of people wearing Dunks and looking at their feet.
The scale is what hits you first. Most sneaker boutiques are tiny, cramped spaces where you feel like you're going to knock over a shelf of $800 shoes if you sneeze. 17th Street by ColaKicks is the opposite. It’s airy. It’s bright. It feels more like a museum where you’re actually allowed to touch the exhibits. They carry thousands of pairs. Not hundreds. Thousands.
The inventory isn't just "whatever is trending." They’ve got the staples, sure. You’ll see rows of Panda Dunks and those ubiquitous Jordan 1 "Lost and Found" colorways. But they also stock the high-end stuff that makes your wallet sweat. We're talking Travis Scotts, Off-White collabs, and vintage grails that most people only see in grainy YouTube videos.
The Buy-Sell-Trade Engine
Here is the thing about 17th Street by ColaKicks: they are aggressive buyers. Most shops are picky to a fault or try to lowball you because they have too much overhead. ColaKicks built their reputation on being "by the people, for the people." They buy shoes all day long. If you've got heat that's deadstock or even slightly used (VNDS in sneaker-speak), they’re usually ready to cut a check or offer store credit.
📖 Related: Finding the Right Words: Quotes About Sons That Actually Mean Something
This constant churn is why the inventory looks different every single time you walk in. You could go on a Tuesday and see a pair of Sean Wotherspoon Air Max 97/1s in a size 10, and by Thursday, they’re gone, replaced by a rare Yeezy sample or a 1985 original Jordan. It’s a living, breathing ecosystem of leather and rubber.
Why Local Shops Still Beat StockX and GOAT
Apps are convenient. We all use them. But buying a $500 shoe based on a tiny JPEG is a gamble. You can't check the stitching. You can't see the true vibrancy of the "Infrared" paint. At 17th Street by ColaKicks, the experience is tactile. You get to hold the shoe. You can check the materials. You can talk to the staff, who—honestly—probably know more about the history of the Nike Dunk than some of the designers at Beaverton.
There is also the "no wait" factor.
Waiting two weeks for a pair of shoes to clear authentication and ship from a warehouse in another state is agonizing. At ColaKicks, you swipe your card and walk out with the bag. Immediate gratification is a powerful drug, especially when it comes to footwear.
Plus, there’s the community aspect. This is something the internet can’t replicate. On any given weekend at the 17th Street location, you’ll see kids who saved up their birthday money standing next to serious "whales" who buy five pairs at a time. It’s a melting pot. It’s where you find out about local meetups, customizers, and who’s got the best sneaker cleaning service in the 757.
The Design and Aesthetic of the Space
Walking into 17th Street by ColaKicks isn't like walking into a Foot Locker. There aren't "Sale" stickers plastered everywhere. It’s clean. Minimalist but impactful. The lighting is designed to make the colors of the shoes pop.
👉 See also: Williams Sonoma Deer Park IL: What Most People Get Wrong About This Kitchen Icon
They use massive glass displays for the high-ticket items. It’s intimidating but also aspirational. You might go in for a pair of $120 Blazers, but you spend ten minutes staring at the "Freddy Krueger" SB Dunks behind the glass. It’s that kind of place.
The layout is intuitive. They don't just throw things on shelves. There’s a flow to the store that guides you through the different categories—from the hypebeast essentials to the lifestyle runners and the "vault" items. It’s intentional. It feels like a gallery.
A Hub for the 757 Community
Virginia Beach has always had a vibe, but 17th Street by ColaKicks gave it a focal point for fashion. Before this, you had to drive to DC or New York to get this kind of selection. Now, the 757 is on the map for sneakerheads nationwide.
They often host events, release parties, and trade days. It’s not just about the transaction; it’s about the culture. They understand that if they support the community, the community will support them. It’s a simple business model that a lot of big-box retailers have completely forgotten.
Common Misconceptions About Shopping at ColaKicks
A lot of people think that because a store is "famous," they’re going to get overcharged. That’s a fair fear. Resale prices are notoriously volatile. However, 17th Street by ColaKicks stays pretty competitive with the global market. They use the same data we do—StockX, GOAT, and eBay sold listings—to price their gear.
Sometimes you’ll even find "steals" because they got a good deal on a trade-in and want to move the inventory quickly.
✨ Don't miss: Finding the most affordable way to live when everything feels too expensive
Another myth is that you have to be a "pro" collector to go in. Wrong. The staff is generally pretty chill. Whether you’re looking for your first pair of "real" sneakers or you’re trying to complete a collection of Every Jordan 1 ever made, they’ll talk to you. They aren't there to gatekeep.
How to Get the Most Out of Your Visit
If you’re planning a trip to 17th Street by ColaKicks, don’t just walk in and out. Take your time.
- Check their Instagram first. They post new arrivals constantly. If you see something you want, get there fast. Things don't sit on the shelves for long.
- Bring your trades. If you have shoes taking up space in your closet, bring them. Even if you don't get the "full" value in cash, the store credit can often bridge the gap between a shoe you don't wear and the grail you’ve been dreaming about.
- Ask about the "Under Market" section. Sometimes they have pairs with slightly damaged boxes or minor imperfections that are priced way below what you’ll find online.
- Talk to the staff. They see thousands of shoes. Ask them what’s trending, what’s holding its value, and what they think the next "big thing" is.
The Future of 17th Street by ColaKicks
As we move deeper into 2026, the retail landscape is shifting again. Virtual reality shopping and "digital twins" of sneakers are becoming things, but they won't replace the feeling of 17th Street. There’s something visceral about the smell of new leather and the sound of a fresh box opening.
ColaKicks has shown that if you build a space that respects the product and the customer, people will show up. They aren't just selling shoes; they’re selling an experience. In an era where everything is automated and impersonal, that’s a rare commodity.
Whether you're a local or just passing through Virginia Beach, stopping by 17th Street is a requirement. It’s a snapshot of where sneaker culture is right now—vibrant, expensive, slightly chaotic, and incredibly fun.
Actionable Steps for Sneaker Collectors
If you're looking to upgrade your collection or start selling, here is exactly how to handle your business at a place like 17th Street by ColaKicks:
- Clean your shoes before bringing them in for trade. It sounds obvious, but a ten-minute scrub with a dedicated sneaker cleaner can add $50 to your trade-in value. Presentation matters.
- Know your worth. Check the "Last Sold" prices on major apps before you walk in so you have a baseline for negotiation.
- Inspect the goods. When buying, always ask the associate to pull the shoe out of the box. Check the midsoles for any signs of crumbling (on older pairs) and make sure the insoles are original.
- Follow the local culture. Join the local sneaker groups on Facebook or Discord for the Virginia Beach area. Often, you'll find out about special events or "secret" drops at the 17th Street shop before they hit the main social media pages.
- Support the locals. If you have the choice between a massive faceless app and a local shop like ColaKicks, go local. It keeps the community alive and ensures that there will still be a place to go when you want to see shoes in person five years from now.
17th Street by ColaKicks isn't just a retail store; it's the heartbeat of the Virginia sneaker scene. Go see it for yourself. Check the hours, grab your best pair, and head down to the beach. You won't regret it.