31/03/2021
On Monday, Nike took legal action against a Brooklyn-based art collective MSCHF, for trademark infringement over the designer's 666 pairs of modified Nike sneakers 'Satan Shoes.'
The shoes, which feature a pentagram, the words 'Luke 10:18' and, most shockingly, a drop of real human blood in the sole, have sparked a social media backlash.
Nike have requested a court order to permanently stop the sale of the 'unauthorised' shoes, noting that social media users have threatened to boycott Nike, creating significant harm to its goodwill, through its erroneous associations with Satanism.
There are many examples of independent designers who profit from the modification of Nike trainers, without threat of legal action. However, its the issue of damage to Nike's impeccable brand equity that has stimulated this legal response.
Nike's lawsuit in an attempt to maintain control of it's brand, protect its IP and clear confusion and dilution in the marketplace highlights the importance of brand & reputation and exemplifies IP protection at a high level.
It doesn't take an IP expert to understand that associations with Satanism are (generally) not great for your IP!
Nike sues an art collective over its 'Satan Shoes', produced in collaboration with rapper Lil Nas X.