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A popular sneaker reseller was gunned down during a robbery in New York City’s SoHo neighborhood early Tuesday morning.

Javier Osorio-Mejia, 31, a.k.a. “Upscale Cracc,” was shot multiple times in his right leg. At least one of the bullets pierced an artery in his right thigh. He was pronounced dead at Bellevue Hospital.

The killers left behind Osorio-Mejia’s cash, which was all over the sidewalk, as well as his signature lime green Nike sneakers. The gunmen also left behind the victim’s brand new Range Rover SUV. An NYPD officer ticketed the vehicle for illegal parking.

According to FOX 5 reporter Lisa Evers, Osorio-Mejia was a rising businessman selling rare, high-end sneakers to a celebrity clientele.

Friends gathered at the crime scene to remember Osorio-Mejia.

“I’m just devastated and I just want everybody to know that he was a good person,” a grieving man told FOX 5. “He wasn’t involved in no foul stuff, he wasn’t disliked. He was a humble dude, a good dude.”

A memorial is planned for Wednesday, June 26, outside a consignment sneaker shop that the victim co-owned at 134 Orchard Street on the Lower East Side.

Osorio-Mejia recently celebrated his birthday. He was the father of a 2-year-old.

In a post on his Instagram page, Osorio-Mejia wrote: “Im just happy to be here for my kid, family and friends [sic].”