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To Sue or Not to Sue: Nike’s ‘Satan Shoe’ Conundrum

After a Brooklyn company sold 666 pairs of customised Nike Air Max 97s as ‘Satan Shoes’ in collaboration with queer rapper Lil Nas X, the sportswear giant sued to protect its brand. Was it the right move?
Lil Nas X's "Satan Shoes." MSCHF.
Last Friday, Brooklyn-based creative agency MSCHF began marketing 666 pairs of customised Nike Air Max 97s containing human blood as “Satan Shoes” in collaboration with queer rapper Lil Nas X. MSCHF.
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BoF PROFESSIONAL

Last Friday, Brooklyn-based creative agency MSCHF began marketing 666 pairs of customised Nike Air Max 97s containing human blood as “Satan Shoes” in collaboration with queer rapper Lil Nas X, who dropped a new single the same day. Despite costing $1,018, the shoes sold out in less than a minute when they went on sale Monday. But not everyone was enthused.

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About the author
Vikram Alexei Kansara
Vikram Alexei Kansara

Vikram Alexei Kansara is Editorial Director at The Business of Fashion. He is based in London and oversees BoF’s luxury, fashion week, art, sustainability, global markets and opinion verticals.

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