by Brandon Richard

Without an announcement ahead of time, Nikestore released the "OVO" Air Jordan 10 this afternoon.

At approximately 12:00 p.m. EST, a tweet was sent out from the brand's Twitter account with a link to the purchase page. The shoe also went live on the Nike SNKRS app. While most hopeful buyers were left with "Out of Stock" messages, many were able to get through. Most important, the strategy helped a few "normal" customers secure pairs ahead of bot-using resellers.

And because there's no fun in celebrating the joy of people who were able to get through, we rounded up the struggle from the massive Twitter reaction below.