There were ugly scenes outside a Nike shop in China on Sunday when shoppers beat up a man suspected of queue-jumping.
More than 500 people had gathered in front of the shop in the Changsha International Finance Square (IFS) high-rise in Central China's Hunan Province, hoping to get their hands on the limited-edition 'Air Jordan 1 Rookie of the Year' shoe.
However, tempers flared after a man allegedly attempted to jump the queue, angering shoppers - some of whom had queues for several hours.
The man made his way through the queue and stood by the entrance to the shop. When questioned by people in the queue, he reportedly replied: "Yes, I'm a queue-jumper. What are you going to do about it?"
The infuriated shoppers then showed the man exactly what they were going to do, throwing a frenzy of punches and kicks at the man. He is eventually pummelled into a corner, where around five men continue to beat him.
A shopper, by the surname of Huang, said: "People started queuing at in the morning for 200 pre-order tickets.
"The shoes come in limited sizes and the tickets were given out on a first come, first served basis.
"It was chaos on the day, and he wasn't the only one trying to queue-jump, but he stood right next to the door."
The footwear was being sold for 1,299 Rem Min Bi (£150/$190USD) a pair, but it was the potential resale price that had customers clamouring.
Sure enough, the shoes began to reemerge online hours later, with a mark-up price five to 10 times higher than the original buying price.
The Changsha IFS Nike shop said it still had four more limited-edition sales planned before the end of the year.
A description of the limited addition trainers on the Nike website reads as follows: "The latest Air Jordan I pays homage to MJ's historic rookie season.
"Black and harvest gold colours recall his outfit at the press conference where he accepted the Rookie of the Year Award.
"Arriving in a premium leather build, it features his rookie season statistics and a quote from his acceptance speech underneath the collar flaps."
Bloody hell, stats on a shoe. If you're gonna get battered in the pursuit of some footwear then make sure it's these bad boys.