Replying to Website cracking/hacking question

If there's anyone here who knows how to do this, please let me know. & here's what I need to do as I know some people do it but no clue how

I need to get on Nikestore.com's specific shoe before they put out a link on their twitter on Friday that will contain a link to the shoes... BUT the problem with this is that somehow before the link is posted, the shoes are already sold out, so once you click the link, they're sold out. I know that people are somehow able to get on to that page with the shoes before the link is posted, & they're able to purchase them before everyone else.

But how is that done is my question? Or what is that called? I know I might not get much help on here but if anyone has any clue what I'm talking about/trying to do, please let me know.