In this day and age, obtaining a pair of highly coveted sneakers takes more than money and a ride to Foot Locker. The most hyped releases generate long lines for IRL purchases. Life doesn’t get much easier online where bots often snap up all of the inventory the moment a product goes live.

Sneaker companies have tried to combat the rise of the bots with technology of their own. Nike, for one, has instituted a raffle system. The company announces new drawings on Twitter and allows users to select their size and delivery method before randomly selecting individuals to purchase the shoes. As these things go, it’s a pretty fair method. But you still can’t please everyone.

One sneakerhead tweeted at Nike about his consistent inability to win any raffles.

Rather than being sympathetic, Nike responded with an epic troll.

Twitter user Lip Jig By Jason tried a comeback, but the roasting had already been done.

We can only imagine the restraint it took for the Nike social media employee who responded to not use the Crying Jordan meme.

Justin Tejada is a writer and editor based in New York City. Follow him on Twitter at @just_tejada.