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Nike just won a copyright infringement lawsuit against the company that made the controversial “Satan Shoes.” But the sportswear giant may have forgotten a fundamental aspect of resale culture: The more controversy a sneaker drums up, the more coveted, valuable, and popular it becomes.
After a federal judge ruled on Thursday that Mschf, the Brooklyn, New York-based art collective, must stop selling its “Satan Shoes,” pairs of the controversial sneakers have been listed and sold for thousands of dollars on resale sites like Grailed and eBay.
Mschf launched the sneakers on Monday in collaboration with the rapper Lil Nas X. Shortly after, Nike filed a complaint that accused Mschf of trademark infringement and dilution. The Satan shoes appear to be modeled after the Nike Air Max 97 and feature Nike’s trademarked “Swoosh” symbol, which led consumers to believe Nike had created the product, the complaint alleged.
Despite the motion to halt the fulfillment of future orders, a lawyer for Mschf said in a court hearing on Thursday that over 600 pairs have already been shipped to buyers, CBS News reported. All 666 pairs of the sneakers, which each included a drop of human blood in the midsole, sold out in under one minute on Monday.
Controversy fuels sneaker hype
According to veteran sneaker collector and reseller Davon Ford, the controversy surrounding these sneakers has helped fuel their desirability on the resale market.
“Every collector, reseller, sneakerhead’s dream is to get a shoe — for lack of a better term — that is banned,” explained Ford, who managed to nab a pair of Satan shoes for himself at retail price for $1,018 and is currently listing his pair for $6,660 on his own website.
As Ford explained, when Nike canceled the release of its “Betsy Ross flag” sneaker in 2019 after pushback from former NFL player Colin Kaepernick, the few pairs that made it retail become coveted items that were selling on resale platforms for upwards of $2,000.
Similarly, when the Nike Vaporfly was on its way to getting banned last year by World Athletics, which oversees international running events, the sneaker saw unprecedented popularity on the resale market.
In the case of the Satan shoes, the original sneaker design and subject matter made the sneakers …read more
Source:: Business Insider