Chicago Bulls

Nike created a shop for limited edition sneakers inside a moving train

Published Feb. 16, 2016 2:18 p.m. ET

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Brett Pollakoff

TORONTO -- Sneaker companies use All-Star weekend as a chance to flex their creative muscle, and no one did it better than Nike in Toronto with the introduction of SNKRS EXPRESS.

An actual working train was converted into a customized sneaker shopping experience, where fans could sign up for a free boarding pass that would give them access to shop for some highly coveted, limited edition kicks. 

After receiving an appointment time, fans arrived at a lounge of sorts that  had many of the latest products on display. There were also video boards and a wall of Kobe Bryant's various models from over the years, as a tribute to the fact that this would be his last All-Star Game appearance of his storied 20-year career.

Once the train arrived, fans boarded and were given an individual seating area which was outfitted with its own iPad for shopping, along with a connected set of headphones to help create a fully immersive experience.

The windowless train then spent about 30 minutes riding through the streets of Toronto to give people plenty of time to make some of those difficult shopping decisions. Once the purchases were completed online and the ride was finished, the train stopped at a pickup location where the sneakers were delivered in person.

Not every sneaker was available every trip, as things sold out and size runs were limited. But overall, it was an easy way to cop some of the weekend's more desired releases in one of the most unique ways possible, and Kevin Durant was just one of the players who came through to check out the experience.

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