For years, specialty Nike basketball shoes, such as Air Jordans, are introduced during the NBA All-Star break weekend. "Sneakerheads" - show enthusiasts - line up at local athletic retailers, creating a high demand. But in the age of social media, is this tradition really necessary? There have been instances where customers have been too violent in acquiring a limited edition shoe. While this means attention for Nike, one has to ask if this is the right attention given that social media provides a means to have a conversation with a specific audience.
Watch this video, recorded in 2012 just after the All Star break, and share your comments on the site below.
