This is the moment pushy shoppers cut into the queue at a Superga Open Event shoe sale.

Crowds of shoe enthusiasts gathered outside the ION Orchard store in Singapore, hoping to be among the first 10 in line to receive free pairs of shoes on September 7.

Footage captured by Joanne Tan shows shoppers rushing down an escalator at around 6am local time before sprinting across the mall floor towards the Italian brand's store.

When they reached the entrance, friends of the early arrivals slipped into the queue ahead of those who had been waiting, forcing other customers to move back despite arriving earlier.

Joanne recalled that she had originally been fourth in line but was pushed back to tenth place as groups squeezed their way forward.

She said: ‘The group knew one another and allowed their friends to join the queue ahead of those who arrived before them. I even showed the video to the Superga staff, but they told me there was nothing they could do.'

Another customer, Allan Yu, said he and others had begun waiting since 8pm the night before but were forced to leave by security and had to spend the night outside the mall until it opened.

Local media reported that Joanne later contacted the shoe brand's management to raise her concerns.

On September 8, a Superga representative confirmed her feedback had been escalated for immediate review and assured that the company would work with ION Orchard's mall management to strengthen queueing procedures and ensure greater fairness in future events.