A store launch of Nike trainers was abandoned after a fight broke out in the queue.
Scores of people turned up turned up to get their hands on the must-have shoes.
The sale of the Nike Dunk Marina Blue expected this morning was scheduled to be on a first-come-first-served (FCFS) basis at the the outlet in Birmingham, West Midlands.
But after scores of people arrived to grab a pair of the coveted trainers before it opened, the shop refused to open because more than nine people were waiting.
A fight then broke out in front of the Size? store with police being summoned to calm the situation down.
It descended into a fracas after customers who had queued since the early hours for the shoes were determined not to miss out.
A video of the fight taken during a Birmingham Facebook Live captured the fight, showing several young men exchanging punches.
At one point, a man falls to the floor and is kicked and punched by several others.
Birmingham Live reports a passing police officer is heard to say: "police, get off him, leave him alone."
Officers in uniform arrived on the scene to calm the situation down.
Previously, there have been two-hour queues outside the popular store due to previous sneaker releases.
In a previous Instagram post a shop spokesman said: "We expect everyone to queue safely and sensibly, if we deem it unsafe to open the launch will be withdrawn.
"We ask everyone queue up the street towards Tim Hortons and no one in the doorway to the shop or the launch will be cancelled.
"If this launch goes well we will be able to do more first come first served launches, if your unable to follow the simple instructions from management this won’t be possible and we will revert back to change to purchase post.
"It’s down to you lot to queue properly."
It is believed there was only nine pairs of the trainers in the store - and a staff member said they would not open unless there were nine people in the queue.
It was later announced in a BirminghamLive Facebook Live that the Nike Dunk Low 'Marina Blue' launch at the store had been cancelled.
A West Midlands Police spokesman said: "We were called to fighting in Lower Temple Street, Birmingham city centre, at around 9.50am today (3 February).
"A small number of men are understood to have been involved and one suffered minor facial injuries.
"We've taken details of the suspects and they will be voluntary interviewed in due course."
Size? refused to comment about the incident.
