Named Satan Shoes, the MSCHF Nike Air Max 97 for queer rapper Lil Nas X containing a drop of human blood goes on sale March 29 for US$1,018.
A few days ago, queer rapper Lil Nas X was in the news for strictly musical reasons. He had just released his Montero single and video (Call Me by Your Name). A great song interpreted visually with a superb video clip in which the queer artist seduced satan himself. Now it seems that everything was part of a perfectly orchestrated plan that predicted the launch of some devilish sneakers. We are talking about the Satan Shoes. A pair of Nike Air Max 97 sneakers intervened by the brand MSCHF for the musician Lil Nas X. It is a special edition limited to 666 numbered pairs that will go on sale at 11 a.m. on March 29 for a price of $1,018 . And you can buy them here as long as you're lucky because the sold out is more than guaranteed in a matter of seconds.
The official website of Satan Shoes
For the launch campaign of MSCHF's Satan Shoes, Lil Nas X himself has been provided as the image, posing with contact lenses that give him a demonic appearance. The shoe model chosen by MSCHF and Montero to represent the Satan Shoes is a legendary Nike silhouette, the Air Max 97. A model whose air chamber is dyed with 600 centiliters of ink and a drop of human blood as stated in the launch campaign. Of course, we do not know whose blood it is. From Lil Nas X himself? We do not believe, but who knows.
The MSCHF app to keep up to date with future drops
Is Nike behind the launch of MSCHF's Satan Shoes for Lil Nas X?
Nike assures that this is not an official collaboration, and that the famous American sports brand has nothing to do with the launch of the Satan Shoes. Apparently, MSCHF buys the Nike Air Max 97 from Nike as a wholesaler, and then the creative team modifies it based on a concept. They already did the same experiment years ago with the Jesus Shoes. It was a total success, they sold out of the product and also went viral. The base on which they worked on that occasion were also Air Max 97 shoes, on that occasion blessed with holy water. The new model is black with a white swoosh, a red air chamber and a few words on the side of the sneaker where it reads: 666 in reference to the number of the beast; and Luke 10:18 in relation to the biblical text of Saint Luke "Jesus said to them: I saw Satan fall from heaven like lightning." Another important detail is the bronze plate with a five-pointed star, another satanic symbol, that hangs from the laces of the shoe.
Is it legal to do this type of intervention on a model with copyright such as Air Max 97 sneakers? Well, I don't know, it's true. I suppose that they are within the limits since the brand subject to the intervention could allege in a trial that said manipulation affects the brand image. Another thing is that they want to get into aubergines or prefer to simply talk about this model. Especially if we take into account that we are on the eve of the Air Max month celebration, so it is likely that the sports brand has given its prior consent. Be that as it may, the intervention business seems quite lucrative if you get a good sold out. In this case, if MSCHF buys 666 pairs as a wholesaler at a price of, for example, 66.6 euros for each pair. It would have an investment of 44,355 euros. And I don't know, put 6,000 euros more for the customization. We would have a benefit of more than 600,000 euros, if I calculate correctly. To that we would have to subtract the fees of Lil Nas X, packaging, shipping and some labor for the handlers. It seems like a good business if, as I say, you do a good sold out.
And who is behind the makers of Lil Nas X's Satan Shoes? Who is behind the acronym MSCHF?
The acronym MSCHF corresponds to the consonants of the English word “mischief” which translated into Spanish means something like mischief or mischief. A little evil typical of children. And that is what it seems to be behind this New York company from Brooklyn, a bunch of kids led by Gabriel Whaley as founder, and Kevin Wiesner plus Lucas Bental as creative directors in a team that can be around a dozen people. The company, with the claim of "death to the influencer", was founded in 2016, currently has a share capital of 3.5 million dollars and in January 8 million dollars was raised in a public round of financing. . But what exactly does the MSCHF do? Well, that is to do mischief, launch random products and applications that go viral whose common denominator is the absurd and bizarre, even bordering on the rules of contemporary art. One of his most memorable launches was creating Birkenstocks with the leather from Hermès Birkin bags, the most expensive on the market. Another prank was buying one of Damien Hirst's Spot Paintings for 33,000 euros to later sell each of the spots for 480 euros. In this deconstruction work, it is estimated that they could earn about 270 thousand euros with the auction and everything. Well, it is clear that they are cracks and that they have money.
Update: How has Nike reacted to the Satan Shoes?
Well, just as we imagined would happen, the multinational Nike has filed a lawsuit against the New York brand MSCHF. According to the sports brand, MSCHF violated and denigrated his trademark with the intervention of the black Air Max with a drop of blood in its inner tube. However, rapper Lil Nas X has been cleared of blame, probably influenced by the public request for an apology. Now we will have to wait for the lawsuit for damages, will they reach an agreement? I think so.
