Why go to church when you can wear them every day? These custom Air Max 97 Jesus shoes literally carries a dollop of holy water inside. The price for a pair? Just as holy — expect to shell $4,000 if you want to cop one.
Brooklyn-based creative arts studio MSCHF designed the bespoke Air Max variant. They purchased a regular Air Max 97 and completely revamped the thing, adding a golden Jesus crucifix as shoelace decor.
The company didn’t stop there. It sourced holy water from the River Jordan, had a Brooklyn priest bless it, then added it to the soles of the sneakers. From a pair of $160 Air Maxes, the bespoke experiment went on sale $1,425 and didn’t last a minute. The buyer eventually put up the kicks up for resale for $4,000.
While the project may seem ridiculous and even, for some, a little bit blasphemous, it’s well within MSCH’s brand of kooky, clever experiments. The company after all is “a counter-culture media/product brand, playing in a gray area that isn’t yet defined by traditional approaches.”
Its past projects include “Times Newer Roman” a new version of the classic font but with each character five percent bigger — making it easier for students to fill up the pages of their term papers.
An internet plugin is another one of MSCH’s projects. It makes Wikipedia appear as real sources, yet another cheat method for those still in school.
For this project, the company wanted to make fun of ridiculous brand collaborations like Arizona Iced Tea and Adidas.
“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.”