Liquid Death has combined two of its favorite obsessions—Steve-O and the occult—in a new product that has little to do with canned water, but what the hell, it’s weird and funny anyway.

As seen in the video below, the brand shaved the “Jackass” star’s head and stuffed the hair inside little voodoo dolls, which it’s now selling for $125 apiece at liquiddeath.com/voodoo.

Steve-O’s been through a lot in his stunt career—he’s lucky to be alive, frankly—but now, thanks to the voodoo dolls, he’s exposed himself to whatever additional pain the purchasers want to inflict on him. 

“These dolls are the first-ever interactive stuntman experience where everything you do to your doll, Steve-O will actually feel,” the brand says.

Who knows, maybe in a roundabout way this will sell more Liquid Death water in the short term. But really, it’s more about taking your typical marketing tropes—in this case, selling something of your spokesman’s to the public (Steve-O has done LD stunts in the past)—and subverting them to reinforce the brand’s outsider positioning. All of which ladders up to sales in the end.

“I’d be lying if I said this doesn’t creep me out, but I love Liquid Death so much, I said fuck it!” Steve-O said in a statement.

Past Liquid Death supernatural stunts include creating cans of “Cursed Liquid Death,” also with help from a witch doctor, for Halloween 2019, and placing a $50,000 bet on the 2022 Super Bowl, then sending a witch to the game to cast spells to sway the game in its favor.