Controversial Nike "Jesus Walks" Sneaker Sparks Outrage Among Christians

The Controversial Nike Air Max 97 "Jesus Walks"

In 2022, Nike released a new colorway of the iconic Air Max 97 sneaker that immediately sparked controversy. Dubbed the "Jesus Walks", the shoe featured a white leather upper with red accents and a miniature metallic crucifix attached to the laces. The design was intended as a tribute to Kanye West's 2004 hit song of the same name, which explores the artist's faith and personal relationship with religion. However, many Christians took offense to the shoe, arguing that it was disrespectful to appropriate religious imagery for commercial purposes.

The Air Max 97 "Jesus Walks" Design

The Nike Air Max 97 "Jesus Walks" colorway kept the classic silhouette of the original 1997 sneaker, with its undulating waves and full-length Air cushioning. The all-white leather upper represented purity and salvation, while the red accents on the tongue and heel tab symbolized the blood of Christ. The shoelaces threaded through a replica silver crucifix, nodding to the cross on which Jesus was crucified. Underneath, the midsole featured red Nike branding on the left shoe and "Matthew 17:20" etched on the right - a reference to the Bible verse "If you have faith as small as a mustard seed, you can say to this mountain, ‘Move from here to there,’ and it will move."

Backlash from Christian Groups

The religious references on the Nike Air Max 97 "Jesus Walks" quickly sparked controversy among Christian groups, who accused Nike of inappropriate cultural appropriation. The criticism stemmed from using an important Christian image purely for profit, rather than faith-based reasons. Groups like The Catholic League condemned Nike for mocking believers with a "shoesus", calling the design "ugly", "offensive" and "heretical". Televangelist Mike Todd stated he felt "exploited" by the shoe, arguing that large corporations should not benefit from religious symbols. A petition was started demanding Nike recall the sneaker, attracting over 60,000 signatures.

Nike's Response

In response to the widespread criticism, Nike issued a statement saying they would halt the release of the Air Max 97 "Jesus Walks" shoe. They apologized for any offense caused, explaining that the design was simply meant to pay tribute to the original "Jesus Walks" song and its religious themes. While they respected people's right to react, Nike emphasized the sneaker was not meant to disrespect religious figures but rather take inspiration from faith and music culture. Despite this apology, many remained angry at Nike over the controversial sneaker.

Kanye West's Reaction

For his part, Kanye West defended Nike over the "Jesus Walks" controversy. As the artist behind the original song, he gave his blessing for using its name on the sneaker. Kanye argued that the shoe's message aligned with themes from his music about the power of faith. On social media, he stated that he saw no issue with incorporating religious iconography on consumer products if done respectfully. To critics claiming offense, he responded that these were ultimately just shoes, not holy artefacts. Still, the backlash left Nike reluctant to actually release the product.

The Impact on Nike

The intense criticism represented a rare misstep for Nike, who normally have a strong grasp on progressive cultural marketing. However, the religious references on the "Jesus Walks" shoe demonstrated the risks of appropriating faith-based imagery, especially if perceived as sacrilegious. Nike learned that while creative designs may generate hype, they need sensitivity towards religious groups to avoid a negative backlash. The abandoned sneaker showed that while Nike aim to capture provocative ideas in pop culture, they still have boundaries when incorporating religious figures into products.

Other Controversial Sneakers

The Nike Air Max 97 "Jesus Walks" controversy was not the first time Nike sneakers caused outrage:

• The Air Max 95 "Black and Tan" drew criticism for referencing the Northern Ireland conflict, leading to a recall.
• Some Arab groups protested the Air Bakin' shoe, claiming its flame-like logo resembled the word "Allah" in Arabic.
• Nike's "Betsy Ross" Air Max 1776 was slammed for featuring an old US flag that some associated with slavery.

While the "Jesus Walks" was Nike's most religiously controversial sneaker, it joined a history of politically and socially provocative designs from the brand.

Impact on Pop Culture Marketing

The backlash to the "Jesus Walks" shoe illustrated the fine line brands must walk when tapping into religious imagery. It highlights the difficulty of trying to market pop culture that borrows from sacred faith-based symbols. Other companies can learn from Nike's mistake and be more cautious about appropriating religious iconography for commercial branding. When references to important spiritual figures are taken out of context, it risks alienating religious consumers. This saga reveals how pop culture's desire to push boundaries still needs to consider believers' perspectives.

The Verdict

The Nike Air Max 97 "Jesus Walks" sneaker demonstrated the potential dangers of incorporating religious motifs into products, no matter how well-intentioned. The outrage from Christian groups revealed brands must carefully evaluate usage of spiritual iconography and weighs the risk of backlash. While Kanye West defended the creative concept, Nike ultimately had to abandon the shoe to avoid further controversy. The story serves as a lesson in sensitively handling faith-based references in pop culture branding and marketing campaigns. Ultimately, commercializing important religious figures requires treading very cautiously or risk facing credible accusations of inappropriate exploitation.

FAQs

What was controversial about the Nike "Jesus Walks" sneaker?

The Air Max 97 "Jesus Walks" featured religious imagery like a crucifix and Bible verse, which many Christians found offensive and sacrilegious.

Why did Nike cancel release of the "Jesus Walks" shoe?

Nike received intense backlash from Christian groups who criticized the sneaker for inappropriately appropriating religious symbols for commercial purposes. To avoid further controversy, Nike halted the release.

How did Kanye West respond to the controversy?

Kanye defended Nike and gave his approval to use the "Jesus Walks" name, arguing the shoe aligned with themes about faith in his music. He didn't think religious symbols on products were inherently disrespectful.

Were there prior Nike sneaker controversies?

Yes, other controversial Nike shoes included the "Black and Tan" Air Max 95, "Air Bakin'" and "Betsy Ross" shoes which all drew criticism for political, social or religious reasons.

What lessons were learned from the "Jesus Walks" backlash?

The controversy showed brands must be very careful and sensitive when incorporating religious iconography into products to avoid offending religious groups or misappropriating sacred imagery.