Marketing in the News


In the world of 2021 there is new head turning things happening in marketing 24/7. But one specifically came to mind. The new Nike x Lil Nas X collab. I mean who has not heard about the drama going on between these two? I am interested in this because I frankly find the entire situation slightly hilarious, and completely captivating.

The rapper Lil Nas X released his own "custom" Nikes after the release of his latest song, "Montero". In his music video he does some inappropriate things with the devil and then kills him... So in obvious fashion he released "Satan Nikes" through a company named MSCHF who sold over 600+ of Satan shoes before Nikes lawyers got ahold of them. 


Nike took MSCHF to court over the shoes requesting them to stop sales, and to refuse to send out any shoes that had been already sold. U.S. District Court New York accepted the request and temporary restraining order on the company. Nike came out with a statement regarding the matters, "Nike filed a trademark infringement and dilution complaint against MSCHF today related to the Satan Shoes, We don't have any further details to share on pending legal matters. However, we can tell you we do not have a relationship with Lil Nas X or MSCHF. The Satan Shoes were produced without Nike's approval or authorization, and Nike is in no way connected with this project".

Article: https://www.cbsnews.com/news/lil-nas-x-shoe-nike-restraining-order-lawsuit-mschf-satan/

Nikes Value Proposition is: accessibility, innovation, customization, and brand/status. I would label this as a uncontrolled business launch. And crisis control as Nike as a company, many people have come out and said that they no longer will wear Nike because of their "association" with Satan. This is a very unique situation in the fact in hurts Nike, but has benefited Lil Nas X in advertisement. I feel as though Nike handled the situation very well, but I also feel as though they could have just rolled with the satire of the ad as a whole especially since they are all about customization, and status. We will have to see what comes in the following weeks with these "evil" Nikes. 





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