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I get what youre saying but the B/red 1s have been hyped for a while. Nike doesnt need hype for the Bred 1's.
It makes no sense if you're viewing this release in isolation. It makes absolute sense when you're thinking bigger picture. Hype allows Nike and JB to sell other shoes and apparel.
Look at adidas and Kayne. Without Ye, they wouldn't be selling out on NMD's and UB's.