BAIT is a streetwear and sneaker retail store with locations in the United States founded by Eric Cheng. First opened in 2013 in Diamond Bar, California, BAIT is the physical store for parent company PickYourShoes.com. The retailer has collaborated with the likes of Reebok, ASICS, Saucony and Onitsuka Tiger, and sells its own in-house apparel line alongside a wide selection of sneakers and streetwear. The store’s name arose out of a discussion about companies using hyped products to lure customers. In its two years of operation, BAIT has opened three more stores, with a fourth opening in San Francisco in 2015 alongside an online shop.