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As the sports world awaited the premiere of ESPN’s “The Last Dance” documentary about Michael Jordan and the Chicago Bulls on Sunday night, Nike had a surprise for basketball fans.

The company conducted an early release of the Jordan 5 “Fire Red,” pressing the button just as the opening credits rolled on the first episode of the 10-part series. There was no indication the shoe would be available for retail before its scheduled May 2 release. Then came an alert from the Nike SNKRS app.

The limited release of the shoes, which retail for $200, sold out in minutes as sneakerheads reacted with glee — and their wallets. Those who missed out this time will get another shot in two weeks.