Here’s how Dele Alli looks after his sneakers
Words by Rob Chilton
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Keep your kicks spick and span
It’s hard to picture Dele Alli getting his hands dirty by scrubbing, brushing and cleaning his own trainers but we’re told that the Spurs midfielder likes to keep his kicks spotless and insists on only using products from Crep Protect.
Already on sale through pop-ups in 52 countries, the premium sneakercare brand has opened its first store in the world at Level Shoes in The Dubai Mall. “With such a big sneaker audience in the UAE, it made perfect sense,” explains Crep Protect’s global spokesperson.
Founded in 2012 by three brothers from London, Crep’s debut product, The Ultimate Rain & Stain Resistant Barrier, continues to be its bestseller. Mischievous videos showing rare sneakers dunked in chocolate and mud before being cleaned using Crep products went viral and were shared by celebrities. The brand also launched a pair of Adidas Yeezy Boost 350 V2 Beluga into space to test their protection spray (the shoes fell back to Earth intact).
As well as cleaning kit, Crep supply stackable crates that are fitted with UV protection panels to prevent fading. Laces, shoe trees, insoles and deodorant capsules are available as is a cleaning fluid made with 98 per cent natural ingredients including coconut extracts and jojoba for sneakerheads who want to give their shoes some serious TLC. Fast catching up with the Rain & Stain spray as the bestseller are tropical-scented gel shields worn inside the toe box of leather sneakers to prevent the dreaded creasing.
Over at the Dubai Mall’s new Adidas store, meanwhile, Crep Protect have set up a sneaker grooming parlour where you can drop off your shoes for a deep clean – that sounds more like Dele Alli’s style.
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