Nike has filed a lawsuit against streetwear company MSCHF over their collaboration with Lil Nas X's 'Satan' shoe.
The footwear giants have accused MSCHF of copyright infringement for using its popular Air Max '97 shoe to create the limited-edition footwear to promote the singer's new track 'Montero (Call Me By Your Name)'.
Nike said the 'unauthorised' use of the recognisable shoe style was 'likely to cause confusion and dilution and create an erroneous association between MSCHF's products and Nike' and had caused 'significant harm to [Nike's] goodwill, including among consumers who believe that Nike is endorsing satanism'.
The suit read: "Nike files this lawsuit to maintain control of its brand, to protect its intellectual property, and to clear the confusion and dilution in the marketplace by setting the record straight - Nike has not and does not approve or authorize MSCHF's customized Satan Shoes."
According to Business Insider, Nike is now requesting MSCHF pay for the cost of the suit and lawyer fees, as well as damages as a result of the alleged trademark infringement, due to suffering damage to its reputation that 'money cannot compensate.
The drama first unfolded when MSCHF and Lil Nas X debuted the shoes and explained only 666 pairs would be sold.
The fresh kicks are adorned with a pentagram pendant as well as a reference to Luke 10:18, a Bible verse about Satan's fall from heaven.
They also contained a drop of human blood in the sole, drawn from members of the MSCHF team.
The 21-year-old announced the collaboration over social media and immediately drew criticism from followers who weren't a fan of his recent satanic imagery.
It also followed his music video for 'Montero (Call Me By Your Name)', which also features depictions of the devil and sexual undertones.
The film clip has since been slated by parents who are complaining and criticising him for 'riding Satan' and he's reminded them that their children were probably listening to 'Old Town Road'.
Hitting back at naysayers on Twitter, Nas reminded them that his job wasn't to cater to people's children.
"I made the decision to create the music video. I am an adult. I am not gonna spend my entire career trying to cater to your children. That is your job," he said.
The singer also uploaded an apology video that isn't quite what you'd expect.
In a YouTube video titled 'Lil Nas X Apologizes for Satan Shoe', he says: "OK, guys, I see everybody's been talking about this shoe, and I just want to come forward and say..."
The clip then cuts to a lap dance scene from the video for his new song, 'Montero (Call Me By Your Name)', which opens with the words 'f*** it'.
It seems that all the publicity has been beneficial for both MSCHF and Lil Nas X, with the sneakers selling out in under one minute.
Featured Image Credit: MSCHF