Brands collaborate all the time and usually, what they come up with can be pretty cool. Louis Vuitton and Supreme? Sure, why not. Nike and Apple? They’re like two peas in a pod. Even Uber and Spotify’s decision to work together seemed like a natural match. However, a Brooklyn-based brand called MSCHF’s decision to customize a pair of Air Max 97s by adding actual holy water and a crucifix and then sell them for $3,000 is taking things one step too far.
Dubbed the “Jesus Shoe,” MSCHF used 60ccs of real water from the River Jordan and injected it into the soles of the Nike sneakers so that you too can walk on water like the son of God.
The shoes feature a crucifix, an inscription of Matthew 14:25, and red insoles, which serve as a reference to the Vatican.
However, the designers weren’t done yet. They also scented the shoes with frankincense, which is supposedly one of the gifts given to the newborn Jesus on the night he was born in Bethlehem. Sure, why not?
How MSCHF arrived at the $3,000 price tag is uncertain, but one thing that is certain is that these shoes are a joke. Literally! The brand’s head of commerce Daniel Greenberg told the New York Post that they dreamed up the shoes as a way to rag on “collab culture” and point out how ridiculous it is. Offering “Jesus Shoes” seemed to be the perfect way to do it.
“We thought of that Arizona Iced Tea and Adidas collab, where they were selling shoes that [advertised] a beverage company that sells iced tea at bodegas. So we wanted to make a statement about how absurd collab culture has gotten.”
Doing so meant bringing in “one of the most influential figures in history,” Jesus Christ.
“We were wondering, what would a collab with Jesus Christ look like?” Greenberg recalled. “As a Jew myself, the only thing I knew was that he walked on water.”
Whatever their motivation, the product worked. The Jesus Shoes were a massive success, selling out just minutes after being released on Tuesday morning. The brand plans to drop another set soon, and interested consumers can sign up on their website for updates.