When Nike says “just do it,” apparently it doesn’t mean just reconfigure its sneakers into satanic-themed footwear containing a dollop of human blood.
The sports apparel giant filed a federal trademark-infringement lawsuit Monday against the streetwear company MSCHF for offering 666 customized “Satan Shoes” made from Nike Air Max 97 models — each with one drop of blood — in collaboration with rapper Lil Nas X.
“Nike has not and does not approve or authorize MSCHF’s customized Satan Shoes,” said the Nike lawsuit against MSCHF Product Studio. “Moreover, MSCHF and its unauthorized Satan Shoes are likely to cause confusion and dilution and create an erroneous association between MSCHF’s products and Nike.”
Nike came under fire after MSCHF began advertising Friday the limited-edition black-and-red sneakers featuring a pentagram pendant and the Bible verse citation “Luke 10:18” along with the Nike swoosh.
The shoes went on sale Monday at $1,018 apiece, and sold out in less than a minute, according to Entertainment Weekly.
“In fact, there is already evidence of significant confusion and dilution occurring in the marketplace, including calls to boycott Nike in response to the launch of MSCHF’s Satan Shoes based on the mistaken belief that Nike has authorized or approved this product.”
The company asked the court to “immediately and permanently stop MSCHF from fulfilling all orders for its unauthorized Satan Shoes,” saying that “decisions about what products to put the SWOOSH on belong to Nike, not third parties like MSCHF.”
The lawsuit did not name Lil Nas X, who reacted to the uproar by posting a music video on YouTube Sunday showing him seducing a Satan-type creature with the message “IM SO SORRY.”
Stay tuned for updates as we have them. pic.twitter.com/CuRJ9TEUqe— Complex Sneakers (@ComplexSneakers) March 29, 2021
Among those weighing in was South Dakota Gov. Kristi Noem, who tweeted Sunday, “Our kids are being told that this kind of product is, not only okay, it’s ‘exclusive.’ But do you know what’s more exclusive? Their God-given eternal soul.”
She added: “We are in a fight for the soul of our nation. We need to fight hard. And we need to fight smart. We have to win.”
MSCHF founding team member Daniel Greenerg told Snopes that the company bought the shoes from Nike and that the blood within the shoes “comes courtesy of the MSCHF team.”
The company offered in 2019 custom white Nike “Jesus shoes,” which are sold out, advertised as containing 60cc of “holy water” from the River Jordan.
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