Milan is about to swap the catwalk for the trainer shelf. Sneakerness, the travelling sneaker convention that began in Zurich and now tours European cities, returns to the Parco Esposizioni Novegro, on the edge of Milan in Segrate, on Saturday 24 and Sunday 25 October. Vanity Fair Italia describes it as a meeting point for enthusiasts, collectors, resellers, independent shops and brands who come to buy, sell, swap and simply discover.
More than trainers
Sneakers are the main event, of course, but this year the floor is shared with sports memorabilia, collectable football shirts and trading cards. According to Vanity Fair Italia, the show covers around 6,000 square metres, split roughly evenly between indoor halls and an outdoor area, with about 100 exhibitors. Corriere della Sera’s Style magazine adds that food trucks, DJ sets and brand activations are planned, so the event works as a place to spend the whole day rather than just walk the stands.
New for 2026 is an Area Talk, supported by eBay Live, where live sessions under the theme “from heritage to hype” bring together voices from collecting and street culture. The magazine reports that product designer Steven Smith, known for his long career shaping sneaker design, will present the Stride S, a shoe he designed for HEYDUDE. eBay will also run a corner for its authenticity check service, a timely reminder that verifying what you buy matters as much for trainers as it does for handbags and fine jewellery.
Other names on the programme include Pro-Keds, the basketball brand founded in Boston in 1949, with a small arcade basketball area, and ECCO.Kollektive, which invites designers to reinterpret the brand’s know-how. Collector GianLuca Tedesco presents a touring project devoted to sports memorabilia and cards.
Planning a visit
The organiser lists opening hours of 10am to 9pm on both days, with priority entry from 9am on Saturday. Presale tickets start at €12 for one day or €20 for both, rising slightly at the door. Check the official Sneakerness website before you travel, as details can change.
Street style is rarely just about the shoes. A good leather backpack keeps hands free for a long day of browsing, and our women’s backpacks and men’s backpacks are made for exactly that, while men’s crossbody bags keep the essentials close in a crowd. To finish the look, a stack of bracelets or one of our men’s rings adds a little polish to trainers and denim.
Sources: Vanity Fair Italia (22 October 2026); Sneakerness official event page (sneakerness.com); Style, Corriere della Sera (28 September 2026). Featured image: AI-generated illustrative still life.
