As basketball fans eagerly awaited the premiere of ESPN’s documentary about Michael Jordan and the Chicago Bulls, Nike decided to surprise die-hard fans with an early drop of its latest pair of sneaks.
Nike ran an early release of the Jordan 5 “Fire Red” sneakers in conjunction with the release of the documentary, title The Last Dance.
As the opening credits rolled on the first episode of the 10-part docuseries, the giant sportswear brand pressed go, releasing a limited amount of sneakers before the scheduled release on May 2.
Unsuspecting fans were quick to jump on the release, with reports suggesting the shoes, which retail for $200 ($AU316) sold out within minutes.
Originally released in 1990, the Fire Red sneaker was worn by Michael Jordan on March 28 of the same year during a game between Chicago and Cleveland.
Nike will also be releasing the Air Jordan 5 sneakers for “big kids” ($US140) and “little kids” ($US80). Nike is currently the world’s biggest apparel brand, worth over $34 billion ($AU54b).
