Week 2 Blog Post: Online Article

     The article I chose for this assignment was one concerning the infamous "Satan Shoes", known for their demonic, Satan-Worshiping design and supposed drop of real human blood in the sole, released in a collaboration project between singer Lil Nas X and art collective studio, MSCHF (pronounced "mischief"). I chose this article mainly due to it being about a situation I was familiar with, and just something I found to be entertaining. I had seen a lot of talk about the situation on Twitter, but hadn't gone out of my way to look into it, but I thought the idea of the whole situation was very sensational as, to be completely honest, humorous.

    The article was a bit on the short side, as it was just an update on the situation. Titled Nike Settles Suit Over Lil Nas X 'Satan Shoes' With Human Blood, the article announces the two companies's  decisions to settle the suit over the situation brought forth by the satanically themed shoes. Due to the shoes being based, design wise, on a shoe previously released by Nike, the company was upset by the potentially negative association people might have with the brand as a result of the confusion and misunderstandings about the shoe's origins. As part of the agreement, MSCHF is to begin a voluntary recall process for the shoes, allowing people to return them for a full refund. Both parties in the dispute are happy to have the issue put behind them and in the process of being worked out, so either can continue with life as usual.   

    I think this situation was a good one to look at when considering Value Proposition, specifically Nike's. The shoes caused Nike to worry about their standing and perception as a brand, and these shoes, "taboo" in both origin and design, went against Nike's moral standing as a company, or rather, part of their value proposition. 

    Nike's purpose, as stated on their website, is as follows: "Nike exists to bring inspiration and innovation to every athlete* in the world. Our Purpose is to move the world forward through the power of sport – breaking barriers and building community to change the game for all. *If you have a body, you are an athlete." They have an interest in breaking barriers, in hope, and in inspiring people. However, in the article, Nike said that the shoes could "dilute or tarnish its brand." So, according to the company, these shoes in their existence, did not align with what Nike wanted to associated or known by, therefore going against a part of their proposed Value Proposition.

    The marketing relevance of this article was on brand perception and association. Nike, after deeming these collaboration shoes by Lil Nas X as a threat to their name, took action to prevent damage. This resulted in a lawsuit between Nike and MSCHF, one that included a temporary restraining order over the selling of the shoes. After the lawsuit settled, MSCHF was to implement the voluntary recall of the shoes, as well as take steps to remove the shoes from circulation. For Nike, this was about maintaining the image of their brand. 

    For MSCHF, I think this collaborative stunt was good for them, even if they ended up having a lawsuit against them by a large name brand and issuing a recall for their product. In the article, the art collective's representative said MSCHF "intended to comment on the absurdity of the collaboration culture practiced by some brands, and about the perniciousness of intolerance." Regardless of the results, I think they essentially had their point proven even further with the lawsuit, and that these shoes have only become more iconic and valuable due to the legal trouble they got their creators involved in. 

    I do not agree with Nike at all on their choice to make as much of a fuss as they did about the shoes. I understand the importance of keeping your brand name clean and in line with what you as a company believe and want your customers, both current and yet gained, to believe. However, I think Nike's reaction only further proved the point of what MSCHF, and the figure head of their collaboration, Lil Nas X, had intended. I think if I were the product manager of Nike, I'd have not made as much of deal about it, despite the surge of attention garnered by the situation as a whole, and focused more on proper communication about who the actual creators of the shoes were, and to further push what they believed in, but in a manner that didn't squander what the MSCFH company was doing. 

I think with this assignment I got an even better understanding of what a Value Proposition is. I aso think I got a little bit more insight on just how seriously brands take their self images. I also think is was just interesting to see what had happened, given that it involved a very big, popular, and influential musical artist, and a very well known brand.