What Nike’s lawsuit against Lil Nas X’s Satan Shoes means for brand image and the future of the upcycling trend

When rapper Lil Nas X and streetwear company MSCHF released a new “Satan Shoe,” a pair of Nike Air Max 97s customized with human blood and pentagrams, earlier this week, Nike reacted strongly with a lawsuit alleging trademark infringement. While many artists often put their own spin on products to make more in-demand limited runs—in retail, a trend known as upcycling—by protecting its brand, Nike drew a line in the sand that could have lasting repercussions for other retailers.