Over the past couple of years, Nike has made it a habit to innovate the traditional sneaker buying experience through the use of technology. Now commonplace, the Nike SNKRS platform often serves as a springboard for these innovations. It has hosted releases for limited edition sneakers in the past using methods such as augmented reality and Snapchat filters, and now it's incorporating Facebook Messenger to drop a limited colorway of the Kyrie 4.
The "Red Carpet" Kyrie 4 will be available exclusively to customers who message the Nike SNKRS account on Facebook, according to Nick DePaula. The message that needs to be sent is a string of four emojis—a basketball, fire, clapper, and skeleton key. After sending the proper code, the customer will be sent a link that unlocks an augmented reality experience to purchase the Kyrie 4.
This particular pair covers Kyrie Irving's fourth signature model in an all-red upper with patent leather detailing on the mid panel and heel. Gold accents can be seen on the Kyrie logo on the tongue and Swoosh branding. Another unique touch is the red velvet sockliner to mimic velvet ropes seen on a red carpet.
Anyone looking to get their hands on the sneakers will have to act fast. There is currently no word on how limited the quantities are, or how long Nike will be running this special release procedure.
UPDATE (06/22): Following their Facebook-exclusive drop, the "Red Carpet" Kyrie 4 will release again during the lead up to the release of Irving's "Uncle Drew" film. The sneakers are set to drop tomorrow, June 23 from SNKRS and Tuesday, June 26 from nike.com.