words // Nick DePaula:
This was different.
To celebrate the launch of Kyrie Irving’s upcoming “Uncle Drew” movie, Nike just launched the newest limited edition pair of his signature series, albeit in an entirely unpredictable way.
In teaming up with FB Messenger, users could text a string of these emojis to Nike’s SNKRS page:
Just like that, the “Red Carpet”-themed Kyrie 4 was unlocked for purchase, and the shoes soon appeared in augmented reality on a user’s phone, complete with their own red carpet unveiling.
Styled in all red, the shoe is highlighted by a red velvet rope collar, there’s an extra patent leather panel that borders the midsole, and you’ll also find metallic gold accents throughout.
Check out an Instagram video below to see how the brand’s augmented reality launch came to life, and stay tuned for more unexpected launches throughout the spring.