Skip to main content

Agenda-setting intelligence, analysis and advice for the global fashion community.

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.

By

Vikram Alexei Kansara

02 April 2021

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.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

In This Article

Topics

Retail

Organisations

Nike

Tags

Legal

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail

Analysis and advice from the front lines of the retail transformation.

Can Lake Translate Success in Sleepwear Outside the Bedroom?

Can Lake Translate Success in Sleepwear Outside the Bedroom?

The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category

Is Quince Really Worth $10 Billion?

Is Quince Really Worth $10 Billion?

From $50 cashmere to Dom Pérignon champagne, the everything store for the aspirationally bougie is outrunning the ghosts of DTC past.

Why Strong Retail Sales Aren’t Leading to More Retail Jobs

Why Strong Retail Sales Aren’t Leading to More Retail Jobs

A disappointing US employment report surprised economists and investors, but was old news for the apparel sector, where the labour market has stagnated for years.

BoF Masterclass | The State of Fashion 2026

BoF Masterclass | The State of Fashion 2026

Join us on Tuesday, March 17 at 15:00 GMT / 10:00 EST for the next BoF Professional Masterclass on The State of Fashion 2026.

Latest News & Analysis

Unrivalled, world class journalism across fashion, luxury and beauty industries.

Behind Fashion Week Glamour, Argentina’s Textile Backbone Buckles

The country’s textile ‌sector has cut 16 percent of its workforce since 2023.

Exclusive: Nvidia and Antoine Arnault Are Betting on Virtual Try-On

At the Nvidia GTC conference on Monday, the AI company announced it was partnering with Catches to launch RealFit, a new platform that uses physics to improve digital try-on technology.

Kering Unveils New Jewellery Unit, Merges Fashion Brand Reporting

Kering’s newly created jewellery division regroups Boucheron, Pomellato, Dodo and Qeelin brands as the company aims to pool resources. The conglomerate is also regrouping fashion brand reporting, shielding smaller labels from investor scrutiny.

Bondholders Approve Saks Global’s Five-Year Business Plan

Saks is moving towards exiting bankruptcy and tapped an additional $300 million of its Chapter 11 financing package.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

CONNECT WITH US ON

© 2026 The Business of Fashion. All rights reserved. For more information read our , , and .