Saylor's Bitcoin Empire Expands into Consumer Culture with Sold-Out Jordans
Michael Saylor's company, Strategy, has sold out its $250 Bitcoin-themed Air Jordans. The shoes were released on September 4 and all nine sizes were unavailable by September 8. This marks a significant step in Strategy's branding effort, which is centered around its large holding of BTC.
The company holds over 845,000 BTC, equivalent to about 4.02% of the fixed 21 million supply. The Air Jordans are the most prominent example yet of this branding effort. Strategy describes the shoes as inspired by the original Air Jordan 1 and features custom company branding with leather overlays and Nike Air cushioning.
The sold-out status of the Jordans suggests demand for premium products carrying the Bitcoin brand. However, the undisclosed inventory makes it impossible to measure the scale of this demand. The merchandise gives Strategy another way to capitalize on its audience built around its Bitcoin strategy without relying directly on MSTR shares or preferred securities.