The absurdity is largely the point.
Family sent me this CBS News report. MSCHF took a pair of Nike Air Max ’97, obtained water from the Jordan, had a priest in Brooklyn bless the water, injected the holy-fied water in the soles, added a few additional flashes to the shoe, and then sold them for $1,425. The buyer then listed the pair on an auction site for $4,000.
The shoes reference Matthew 14:25, the starting point of one account of Jesus’ walking on water. The heels feature the name of the company on the left, and “INRI” (Latin for Iēsus Nazarēnus, Rēx Iūdaeōrum) on the right. There is a single drop of blood on the tongue, a golden crucifix affixed to the laces, and the insoles are red, featuring again the company name and “INRI” arched above a cross across the top of a circle which is completed below by a partial crown of thorns. Look at this ridiculous website.
Why did they do this? To poke fun at other collaborations? To make us think more carefully about cross-promotion (a play on words?), like the moment we discovered Rob Lowe, star of 9-1-1: Lone Star, was a big fan of the NFL?
Yes and yes. But let’s hear from MSCHF’s Daniel Greenberg, as quoted in the CBS News article:
“We set out to take that to the next level,” Greenberg said. “We asked ourselves, ‘What would a shoe collab with Jesus look like?’ Obviously, it should let you walk on water. ‘Well, how can we do that?’ You pump holy water into the pocket of a pair of Air Max 97’s and with that, you get Jesus Shoes — the holiest collab ever.”
But is it the holiest collab ever? Or the most profane?