Shoe giant looks to better manage releases by making social media the place to stand in line.

When Nike released the Air Jordan XI Retro in December 2011, eager sneaker fans camped outside of stores for days, fighting for the chance to be the first to own the new shoe. Riots ensued, police were called in for crowd control, and there were even reports of people being trampled by crazed sneaker fanatics rushing to grab the sneakers off the shelves.

But when Nike releases the Air Jordan XII Retro on April 21, there will be no lines for the midnight release. The shoes will have already been claimed on Twitter.

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