Nike battles sneakerhead riots with Twitter orders

Sneakerheads better make sure they're on Twitter. To avoid repeats of the riots that greeted Nike's last high-profile midnight shoe release, the brand is moving the entire process to Twitter. On a given "RSVP date," individual Nike stores will send a tweet starting the reservation process. Anyone who wants a pair -- and that's just one pair -- will need to direct message the store within 60 minutes with the last four digits of an ID (like a passport) and a shoe size. Those lucky ones who have their order confirmed can then pick up their brand new shoes on launch day with no need to queue. And, of course, it's all on a "first respond, first serve" basis.