NKE Nike Inc

By Allison Prang 

Nike Inc. filed a trademark infringement lawsuit against a small company that released a customized pair of its sneakers with satanic themes in collaboration with rapper Lil Nas X.

The red-and-black Satan Shoes caused a social media uproar on Monday and quickly sold out. The company that released them, MSCHF Product Studio Inc., said it made 666 pairs and sold them for $1,018 apiece.

The sneakers have a red liquid in the sole that MSCHF claimed included a drop of blood. There is a reference to the Bible passage Luke 10:18 stitched on the side and a bronze pentagram on the laces.

"The Satan Shoes were produced without Nike's approval or authorization, and Nike is in no way connected with this project," the company said in a statement. The company said it has no relationship with Lil Nas X or MSCHF.

MSCHF is a small Brooklyn-based company known for publicity stunts and viral product marketing. Its past projects include a pair of customized Nike sneakers it said were filled with holy water and called the Jesus Shoes and an app for stock picking based on astrological signs. MSCHF didn't immediately respond to requests for comment.

Lil Nas X on Monday tweeted out about a contest for someone to win the 666th pair of Satan Shoes. The rapper has also tweeted a GIF and a short video clip amid the Nike controversy. Lil Nas X didn't immediately respond to a request on Twitter seeking comment.

Nike's lawsuit, filed Monday in the U.S. District Court in the Eastern District of New York, asks a federal judge to prevent MSCHF from selling customized Nike sneakers and seeks unspecified financial damages. It doesn't name Lil Nas X, born Montero Lamar Hill, as a defendant.

"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," according to the complaint.

The controversy played out on social media. South Dakota Gov. Kristi Noem on Twitter criticized the shoes, saying "Our kids are being told that this kind of product is, not only okay, it's 'exclusive,' " her account said.

Singer Miley Cyrus's Twitter account shared photos on Twitter where she appears to be wearing the shoes.

Write to Allison Prang at allison.prang@wsj.com

(END) Dow Jones Newswires

March 30, 2021 09:58 ET (13:58 GMT)

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