Facebook has introduced an augmented reality feature that will enable brands including Nike to offer fans more immersive experiences when speaking on Messenger. The launch, which was announced at Facebook’s annual F8 developers conference, also includes other brand partners such as Sephora, ASUS and Kia. Nike will allow superfans to buy limited-edition sneakers in AR. At the F8 keynote, the brand introduced a new pair of limited edition Kyrie Irving shoes called “Red Carpet”, which sold out within minutes of the announcement. To access the experience, users had to speak to the SNKRS chatbot via the Messenger app by sending basketball-related emojis, which unlocked a pair of the shoes. After that, a virtual render of the Red Carpet shoe appeared on the user’s phone, which meant they could move it around to experience it in 3D, before committing to purchase.