story

AFEW has been around for 15 years now. But it all started much earlier, in the 90s with basketball.

In the pre-internet era, the selection of basketball shoes in the "sports specialty stores", was very limited and the shoes were mostly unaffordable for us. At some point we started to import shoes from the US, which were not available here.

In the beginning just for us and then for more and more ballers from all over Germany. This is how we started to build our own community.

In all these years we never lost the connection to the basketball culture and today we promote young talents together with the “Dynamic Squad Basketball Academy”.

AFEW has always been very community driven and located in the Japanese District. Our store is not a pure sales spot, but stands out as a community hub, where we regularly implement events and projects with and for the community.

Through our location in the Japanese area, many different projects and several trips, a deep rootedness with the Japanese culture has developed over the last 15 years.

Since AFEW was born out of culture, we feel it is our responsibility to promote it. 
Our goal is not only to provide platforms for young people from our community, but also raising awareness of important social and environmental issues.

Talking Shop

AFEW