LIL Nas X's Satanic single has shot to number one in the US as Nike demanded every pair of his sell-out blood-infused sneakers be destroyed.
The sportswear giant has filed a huge lawsuit against MSCHF, the Brooklyn art collective behind the custom Air Max 97's, for trademark infringement that has led some customers to believe Nike endorse the devil.
Lil Nas X released 666 pairs of troublesome trainers alongside his new single, Montero (Call Me By Your Name) – which has shot to the number one spot on US Spotify.
The salacious satanic-inspired song has amassed nearly 5 million streams since its release on Monday – much to the 21-year-old rapper's devilish delight.
The risqué music video sees the rapper slide down a stripper pole from heaven to hell and suggestively dancing with Satan, before cooly snapping his neck and stealing his horns.
He tweeted: "WE HAVE ARRIVED!!! LETS MF GOOOOOO!!!" with a clip of flying cars while sharing the news with his fans.
The title of the single, Montero (Call Me By Your Name), is a reference to the artists real name Montero Lamar Hill, and his longing to be real with his significant other.
He celebrates his sexuality that he says he suppressed during his early life and shunning societal censure – a somewhat ironic concept considering his current controversy.
The lyrics also includes references to religious scripture, including: "I'm not fazed, only here to sin.
"If Eve ain't in your garden, you know that you can."
Lil Nas X has found himself at the centre of a sacrilegious media circus afterhe released his new music and the black and red sneakers – which feature the pentagram symbol, a verse about Satan from the Bible, and allegedly a drop of blood from a MSCHF staffer.
The $1,018 shoes sold out in less than a minute, according to the Old Town Road hitmaker, but they may now be recalled if Nike's requests are granted.
The problematic project has infuriated conservative and religious groups, who have accused Lil Nas X of making a mockery of the Bible in the run-up to Easter.
The $1,018 price tag is a reference to the Biblical passage Luke 10:18 which reads: "I saw Satan fall like lightning from heaven."
Nike immediately distanced themselves from the MSCHF Monday drop, but are furious as there is "already evidence of significant confusion and dilution occurring in the marketplace, including calls to boycott Nike in response to the launch of MSCHF's Satan Shoes, based on the mistaken belief that Nike has authorised or approved this product."
In its complaint filed in a Brooklyn federal court, the Oregon-based company explained: "In the short time since the announcement of the Satan Shoes, Nike has suffered significant harm to its goodwill, including among consumers who believe that Nike is endorsing Satanism."
The lawsuit also included evidence of the online backlash Nike have received as customers denounced them for supposedly supporting devil worship.
South Dakota Governor Noem slammed the sneakers, tweeting: "Our kids are being told that this kind of product is, not only okay, it's 'exclusive.'
"But do you know what's more exclusive? Their God-given eternal soul.
"We are in a fight for the soul of our nation.
"We need to fight hard. And we need to fight smart. We have to win."
Outspoken commentator Candace Owens, 31, also criticised Lil Nas X and accused him of "keeping Black America behind".
NBA star Nick Guard denounced Lil Nas X's current creative path, tweeting: "My kids will never play Old Town road again.. I’m still debating about wearing @Nike after this come nike a drop of blood for real."
But not everybody is unhappy with the new content, as one of his fans tweeted: "As a queer teen. All I can say is thank you for the song. Wish there was a place for me to be happy and just be myself :).
"The song gives me confidence. Maybe I won’t spend the rest of my teenage years hiding."
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