it’s

about the MSCHF.

the exhibits contained remakes of popular and iconic sneakers, constructed as if they were being seen through a wavy distortion filter. Another exhibit was a hole in the wall with rapper 24kgolden’s actual arm sticking through on display for fans to touch. But the real star of the exhibit was a fully working ATM that took pictures of the users when they inserted their card and then placed them on a leaderboard and displayed their bank account balance next to their picture. At #1 was DJ Diplo with a balance of $3,004,913.06.

But perhaps MSCHF’s most successful marketing strategy has been getting sued. It seems like many of MSCHF’s drops involve taking a piece of iconic intellectual property and flipping it somehow. Back in 2019 one of the first things they released was a pair of Nike Air Max 97s with catholic imagery and holy water in the air bubble so you can walk on water. This shoe got them a good amount of attention, although it did not get them sued.

However, in 2022 they adopted a similar