Sahil Bloom Profile picture
Jan 24, 2022 18 tweets 6 min read Read on X
MSCHF is making shirts that illegally use the logos of major companies.

The Cease & Desist Grand Prix: 8 different shirts—250 of each. If that company is the first to send a C&D, the buyers of that shirt win!

$120K in revenue—MILLIONS in earned media.

Here's a breakdown: Image
MSCHF is an interesting company—an art collective that does crazy, limited edition product drops that sell out in minutes.

Some of their prior work:
• Nike “Jesus Shoes”
• Museum of Forgeries
• Lil Nas X “Satan Shoes”

The drops are as creative as they are profitable. ImageImage
MSCHF doesn't shy away from controversy.

Its drops often draw the ire of corporate legal teams, who protest the illegal use of their brands.

MSCHF complies, but only after generating millions in earned media on the drop.

MSCHF is intimately familiar with the Cease & Desist...
Today’s drop—the Cease & Desist Grand Prix.

8 shirts with an illegal logo: Disney, Microsoft, Tesla, Walmart, Subway, Starbucks, Coke, Amazon.

250 of each shirt. $60 per shirt.

If you buy a shirt and that company is the first to send a C&D, you win a limited edition MSCHF hat.
The execution is diabolical.

When you open the website, you are greeted by a simple explanation of the drop.

A background video of F1 cars superimposed with Cease & Desist letters plays on a loop.

A ticker reads "no C&D received yet" on the edge of the screen.
Once you click "Start Race" you are taken to a new landing page with a rotating image of the shirt cycling through the various company logo options.

A dynamic "race leaderboard" shuffles on the screen as though you are watching a real Grand Prix.
As you scroll through the shirt options, there are two buttons under each one:

(1) Buy to Join Race
(2) Provoke [X] to C&D us

If you click the second button, you are taken to Twitter with a pre-loaded tweet tagging the company and linking to the website.
MSCHF has prioritized embedded virality with this drop.

When you click the "Buy to Join Race" button, you are taken to a pop-up window that again prompts you to tweet directly at the company.

It's very clear that MSCHF is playing different games.

So what's the bigger game?
Well, the basic math here is pretty simple:

8 shirts x 250 of each x $60 per shirt = $120,000 revenue

Assuming production costs of ~$20 per shirt ($40,000 total) and ~$10 per hat ($2,500 total), MSCHF netted ~$77,500 on the drop.

But that nice margin is just the beginning...
The entire drop is designed to go viral.

Tweets that tag the big company and share the website will accelerate.

Shirts will be posted all across social media when received.

The buzz will undoubtedly drive stories in a variety of publications.

MILLIONS in earned media!
Beyond the $, the drop is a call to thumb the nose at big corporations.

From the manifesto:

"Independent creators can never fight real legal action with a corporation: they can’t afford it...'if the penalty for a crime is monetary, that law exists only for the lower class.'" Image
I'm intellectually fascinated by MSCHF and this drop. It is both hilariously illegal and hilariously creative.

• $120K revenue; $75K profit
• Millions in earned media
• Thumb nose @ big corps

This was MSCHF Drop #68. I can't imagine what they have in store for Drop #69...
There are so many interesting extensions here as well.

In future, I could imagine seeing MSCHF partner with @Kalshi to create markets on these drops, so we can all participate even if we aren't lucky enough to get a shirt.

The digital asset potential is similarly immense.
I’m going to try to buy one. I like Disney to win the race, but a Tesla shirt would be great.

What do you think @elonmusk?

Stay tuned as this drop seems certain to catch fire! Image
And be sure to tune in to my new podcast—Where It Happens—where we will have to cover this drop in a special episode…whereithappens.trwih.com
For more, check out the drop here: cdgrandprix.com
This is easily the best way any brand could respond…kudos @SUBWAY!
I think @SUBWAY won this entire game. Touché, touché.

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More from @SahilBloom

Mar 3
My entire life changed because of a leap of faith.

There are a lot of people out there who feel stuck, but trust me, you don't have to stay that way.

If you want to take a leap, here's exactly how I'd do it:

The change you want to make in life scary because of two asymmetries:

1. Information Asymmetry: You know exactly what this path looks like, but very little about what the other path looks like.

2. Evidence Asymmetry: You have abundant evidence that you can make it on this path, but very little evidence that you can make it on the other path.

To break through the fear and take the leap:

Step 1: Gather Information

The first step is to solve the information asymmetry.

The questions you should be asking (and answering):

What does the new path look like? Visualize it in detail.

How reversible is a decision to take this new path?

Note: Most people underestimate the reversibility of a big decision. You assume that if you leave your consulting firm, you'll never be able to get another job in consulting. That is usually patently false. Most of these career decisions are reversible.

What case studies exist on successful (or unsuccessful) execution?

What perspectives can you learn from people with real, earned experience on the new path?

Are there any examples of people who have made a similar shift to what you are considering? What can you learn from them?

If you use a thoughtful process to gather information, you'll balance the information asymmetry and shorten the gap considerably.

Step 2: Create Evidence

The second step is to solve the evidence asymmetry.

While still on your current path, you need to create tangible proof that you can build a life on the other side.

What proof points can you generate of your ability to execute?

• Find one customer for your prospective new venture.
• Make $100 selling something on the internet.
• Generate a few client leads to your new coaching practice.

The tiny wins build momentum and help solve the evidence asymmetry.

Step 3: Confront the Fear

Gathering information and creating evidence should get you most of the way there.

But the fear still exists.

Here's how to address it:

1. Reframe the fear as a good thing: It means you care, it means this is something that matters.

2. Deconstruct the downside of action: What is the worst that could happen? How bad is it, really?

3. Deconstruct the upside of action: What is the best that could happen? How great is it?

4. Deconstruct the regret: How much would you regret inaction when you're 90-years-old? Could you live with that regret?

As Seneca famously wrote, "We suffer more in imagination than in reality."

These steps get the fear out of your imagination and force it into reality.

Your Player's Guide to the Leap of Faith

There's never going to be a perfect moment to make a dramatic change.

The leap of faith isn't for everyone, but if you follow this general process, you'll be well-positioned if you decide to jump.

1. Gather information
2. Create evidence
3. Confront the fear

I hope this helps a few people out there take that leap they've been too afraid to face.

A new life is on the other side...
The most important piece here:

Recognizing the fear as a byproduct of the information/evidence asymmetry.

It turns something abstract into a solvable problem.
I love this quote from Inception:

"Do you want to take a leap of faith or become an old man, filled with regret, waiting to die alone?"
Read 5 tweets
Feb 27
4 principles I use to structure my workday:

1. Match energy to output
2. Move
3. Leverage Parkinson's Law
4. Presence is everything

Come along behind the scenes as I walk through my typical workday to see how I manage my time.

I'll break down the 4 core principles I use to structure my day, which you can steal and adapt to level up your life.

Full video here:
The Bloom Boys triumphantly posing with the snowman we made in this video. Image
The idea of matching energy to output started when I mapped my energy for a week and saw that I only felt creative first thing in the morning.

I used to work out first thing, but realized I was wasting that creative energy.

Now I start with a creative block, then hit a workout.
Read 4 tweets
Feb 7
In 2023, I ran 2:57:31 in my first marathon 6 months after I started running.

In 2024, I'm training to run a sub-2:50 marathon while building strength and muscle mass.

Here's the exact training plan I'm using:

Note: Long post, so bookmark it for future reference.

I’ll split this post into four main areas:

1. Running
2. Lifting
3. Nutrition
4. Recovery

Let’s walk through each area…

1. Running

My basic weekly structure involves 6 runs:

- 3 easy runs
- 1 track speed workout
- 1 tempo run
- 1 long run

Easy runs range from 3-10 miles and are all done to maintain Zone 2 HR (under 150 for me, ideally in 125-145 range). These build the base engine and avoid injury from overuse because they are low intensity and easier on the body. Keeping the easy runs easy is key.

Track speed workouts generally involve a 1-2 mile warmup jog followed by 4-8 miles of track work (starting on the low end of that and building up over time). This is usually a combination of 800s (two laps around a standard track) or 400s (one lap), though occasionally includes 1200s or 1600s as well. Rest periods between the work sets are typically 1-3 minutes.

A standard track workout I do is 8 x 800m with a 400m slow jog to recover between rounds. Another standard track workout is 10 x 400m with a 1 minute slow jog between each round.

Tempo runs are harder middle distance (6 to 12 mile) road runs done at or near anaerobic threshold HR (peak HR before it burns too much to battle through). Usually a 1-2 mile warm up and then the rest of the miles at hard effort (at or better than goal marathon pace). These build the top end effort and are generally representative of the HR exertion level on race day.

Long runs range from 10-22 miles and generally incorporate easy miles (low HR, low intensity) and tempo miles (high HR, high intensity). As I build closer to the marathon, these long runs will be 18-22 miles with at least half of the miles done at or faster than my goal marathon race pace. For now, they are ~10-14 miles as I focus on base building.

So a standard week early in my training cycle right now looks like this:

- Monday: 4 mile easy run
- Tuesday: 6 mile track speed workout
- Wednesday: 4 mile easy run
- Thursday: 4 mile easy run
- Friday: 6 mile tempo run
- Saturday: Off
- Sunday: 14 mile long run

By the peak of my training, the weeks will build to something like this:

- Monday: 8 mile easy run
- Tuesday: 10 mile track speed workout
- Wednesday: 8 mile easy run
- Thursday: 8 mile easy run
- Friday: 12 mile tempo run
- Saturday: Off
- Sunday: 22 mile long run

My rough idea is to increase overall mileage load by about 5-10% each week, assuming I feel good and healthy (more on that in the recovery section).

If I were training for a shorter race (like a half marathon or 10k), I'd probably replace the long run with a shorter tempo interval run (example: 3 rounds of 1 mile easy, 2 miles hard).

2. Lifting

My biggest challenge last marathon prep was losing weight and muscle mass from all the mileage. I’m 6’2” 185 pounds and this time around, I want to make sure I stay at that weight (and look great).

In other words, I want to be a great runner, but never look like a great runner.

My current weekly lifting plan is aligned with this desire:

- Push/Pull/Legs split
- 4-6 lifting sessions per week

I like the Push/Pull/Legs split because it allows me to hit up to 6 lifts in a week if I feel fresh and well recovered, or scale that back to just the 3 lifts at higher intensity if I'm drained from the increasing running mileage.

The sessions all follow the same general format:

- Compound movement - 4 sets x 3-8 reps
- Secondary superset - 3 x 8-12
- Accessory work superset 1 - 3 x 10
- Accessory work superset 2 - 3 x 12-15
- Core work

Push compound movements are either bench press or military press. Pull compound movements are a deadlift variation or row variation. Legs compound movements are a squat variation.

Push secondary movements include dumbbell bench press, dumbbell shoulder press, and dips. Pull secondary movements include pull-ups, seated cable rows, and dumbbell rows. Legs secondary movements include lunges, Romanian deadlifts, glute bridges, and split squats.

Push accessory movements include flys, tricep extensions, and shoulder raises. Pull accessory movements include face pulls, straight arm pulldowns, and bicep curls. Legs accessory movements include hamstring curls, leg extensions, leg presses, step ups, and calf raises.

Core work includes hanging leg raises, reverse crunches, stability ball rollouts, side planks, ab wheel rollouts, and more.

Programming Note: "Superset" just means two movements done back-to-back before resting.

Here’s an example push day:

- A. Barbell Bench Press 4 sets x 5 reps
- B1. Dumbell Incline Bench Press 3 x 8
- B2. Dips 3 x 10
- C1. Cable Flys 3 x 12
- C2. Rope Tricep Extensions 3 x 12
- D1. Lateral Raises 3 x 12
- D2. DB Skull Crushers 3 x 12
- Core Work 3 x 15

Here’s an example pull day:

- A. Barbell Deadlift 4 sets x 5 reps
- B1. Dumbell Row 3 x 8
- B2. Pull-ups 3 x 10
- C1. Cable Face Pull 3 x 12
- C2. Rope Hammer Curl 3 x 12
- D1. Rear Delt Raises 3 x 12
- D2. Seated Bicep Curls 3 x 12
- Core Work 3 x 15

Here’s an example leg day:

- A. Front Squat 4 sets x 5 reps
- B1. Reverse Lunge 3 x 8
- B2. Goblet Squat 3 x 10
- C1. Leg Press 3 x 12
- C2. Calf Raises 3 x 12
- D1. Leg Extensions 3 x 12
- D2. Hamstring Curls 3 x 12
- Core Work 3 x 15

These lifts usually take about ~45 minutes if I'm focused and stay on task.

A typical week of lifting and running looks like this:

- Monday: Easy Run + Legs
- Tuesday: Track Workout + Push
- Wednesday: Easy Run + Pull
- Thursday: Easy Run + Off
- Friday: Tempo Run + Legs
- Saturday: Off + Push
- Sunday: Long Run + Off

Note: I always do my run before lifting on days where I have to do both. My logic is that my primary goal is a running time goal, so doing that first, while fresh and focused, is essential. This is sometimes a grind, but I always get the work in, even if I have to reduce the intensity level.

Depending on schedule, I vary the times when I do these workouts based on their length and my other work and family commitments. I generally try to do them in the mid-late morning.

You can scale up or down this plan to meet your time availability, but full marathon training while maintaining strength and muscle mass is probably not for those who are ultra-strapped for time.

3. Nutrition

My daily macronutrient targets that I use as a guide:

- Protein: 215g (~1.2g per lb of bodyweight)
- Carbs: 200g
- Fats: 125g
- Total Calories: 2,785

I do a bit of "carb cycling" by notching up the carbs on hard training days through adding more around the workout window.

Since I'm focused on muscle mass as the running miles (and caloric burn) increase during training, I'll be scaling up these macros in the coming months.

By the peak of my training, my guess is it will look more like this:

- Protein: 215g
- Carbs: 350g
- Fats: 125g
- Total Calories: 3,385

As long as I hit my protein goal, I'm not concerned with perfection here, just general direction. I try to hit within ~10% of the daily macro targets established.

The important thing is to figure out your current baseline and build from there. Track your macros for a few days and see where they end up. If your weight has been constant, you’re eating to a good baseline at your current training level. If you are losing or gaining weight, you’re eating to a deficit or surplus at your current training level. If you’re going to be training hard, getting 1-1.2g of protein per pound of bodyweight is a good baseline. You can fill in carbs and fats behind that based on personal preferences and goals related to bodyweight.

Typical protein sources include eggs, egg whites, beef, chicken, turkey, fish, shrimp, greek yogurt, cottage cheese, whole milk, and whey.

Typical carb sources include quick oats, jasmine rice, sourdough bread, sweet potatoes, red potatoes, raw honey, fruit.

Typical fat sources include olive oil, avocado, grass fed butter, nuts.

As for supplements, I generally keep it pretty simple:

- Fish oil
- Vitamin D
- Creatine (5g daily)
- AG1 + LMNT
- Whey protein
- Magnesium for sleep

4. Recovery

Given the training volume, I need a very deliberate focus on recovery to prevent injury and keep my body feeling strong.

The pillars of my recovery routine:

- Daily recovery work
- Daily mobility work
- Morning cold plunge (3-6 minutes)
- Evening sauna (20 minutes)

Daily recovery work includes foam rolling on the legs and back, lacrosse ball rolling on the feet, and massage gun on any tight areas. This is about ~5-10 minutes.

Daily mobility work is a ~5-10 minute mobility circuit I do before my training that serves a hybrid purpose as a warm-up. It usually includes about ~5-7 movements that I would go through 2-3 times. Movements include squat-to-stands, dead-bugs, spidermans, bowler squats, couch stretch, yoga pushups, 90/90 hip stretch, reverse lunge with reach, and more. If you search “Best Mobility Exercises for Runners” you’ll find a bunch of good options and routines with explanations. Doing this work daily is essential for avoiding injury.

Morning cold plunge is 3-6 minutes in 39 degrees right when I woke up. Evening sauna is 20 minutes in 180-200 degrees right before bed. Obviously, most people won’t have access to this stuff, but you can do the morning cold in the shower if you don’t have a cold plunge and a hot shower before bed if you don’t have a sauna.

Closing Thoughts

This is the training plan I'm following to hit my sub-2:50 marathon goal while building muscle and size.

The plan isn’t for everyone (probably not even for most people), and you should definitely consult with experts (doctors, trainers, nutritionists) before making any dramatic changes to your routine.

That said, the basic building blocks of the above can definitely be adapted to your life and routines regardless of your goals.

As I see it, the basic building blocks are as follows:

1. Running: Half of your runs should be low intensity/easy. The other half should be a combination of speed, tempo, and longer duration.

2. Lifting: Split across push, pull, and leg days. Start every workout with a simple compound movement for strength. Follow it with a secondary movement and a superset of accessory movements. Finish with core.

3. Nutrition: If training hard, aim for 1-1.2g of protein per pound of bodyweight. Fill in carbs and fats based on what suits your goals and body.

4. Recovery: Aim for 10-15 minutes of daily recovery work (foam rolling, lacrosse ball foot rolling, mobility work).

If you build your own plan based on those principles, you’ll make progress and feel great.

Ok, that took a long time to pull together. Basically an entire training e-book for free. I hope it helps. If you're into this stuff, share it with others and follow me @SahilBloom for more in future.Image
A lot of people asking about a scaled down version of this program that is doable in 60 minutes per day.

I’ll add to this thread with that version soon…
Ok, here's what I think the ~60 minute per day version of this program looks like:

Note: Another long post, bookmark this if you want to use it...

Training Week:

• Monday: 4-6 Mile Easy Run
• Tuesday: Full Body Lift
• Wednesday: 4-6 Mile Speed Workout
• Thursday: Full Body Lift
• Friday: 4-6 Mile Easy Run
• Saturday: Full Body Lift
• Sunday: 6-10 Mile Long Run

Weekly totals would be:

• 18-28 miles (including speed and long run)
• 3 60-minute full body strength sessions

For the lifts, I'd probably do something like this:

Day 1:

• A) Squat Variation 3 x 5-8
• B1) DB Bench Press 3 x 8-12
• B2) DB Row 3 x 8-12
• C1) DB Reverse Lunge 3 x 8-12
• C2) Pull-ups 3 x 4-6
• C3) Push-ups 3 x 8-12
• D) Core Work

Day 2:

• A) Incline Bench Press 3 x 5-8
• B1) Goblet Squat 3 x 8-12
• B2) Goblet Forward Lunge 3 x 8-12
• C1) DB Overhead Press 3 x 8-12
• C2) Pull-ups 3 x 4-6
• C3) Push-ups 3 x 8-12
• D) Core Work

Day 3:

• A) Deadlift Variation 3 x 5-8
• B1) DB Incline Bench Press 3 x 8-12
• B2) Cable Row 3 x 8-12
• C1) DB Step Ups 3 x 8-12
• C2) Pull-ups 3 x 4-6
• C3) Push-ups 3 x 8-12
• D) Core Work

For the runs, you'd follow the same format as what was prescribed in the original post.

Track days would be a combination of 800m and 400m at aggressive pace with 1-3 minute cooldowns in between. Easy runs would be easy (~125-145 HR). Long runs would be mostly easy pace with a few hard miles built in.

If you follow that program, you'd be hitting sufficient running and strength training volume to make great progress, in about 60 minutes per day.

Your nutrition and recovery would be very important, given this is probably more volume than you're used to, with no days completely off (though an easy run only day should feel easy enough that it's a recovery day). Make sure you're consuming enough protein and sleeping 7-8 hours per night, plus rolling out and handling soft tissue vulnerabilities as they pop up.

I hope this helps.

Another full e-book for free here on X...

Note: I don't think it's possible to train for aggressive marathon goals without pushing up to at least ~18-20 mile runs in training, so this shortened version is probably more well suited for ~10k or half marathon running goals (alongside strength goals).
Read 5 tweets
Feb 6
If you want to win:

1. Be diligent to spot tiny openings
2. Be relentless in diving through them

If you think that the opportunities are just going to be staring you in the face, wide open, you're crazy.

Every great story starts with a tiny crack. Spot it. Dive through it.
I think this is probably the most important early career advice you can receive.

Maybe a hot take, but:

It doesn't matter if the opening is the exact opportunity you want.

If you become useful now, you'll find a way into the opportunities that excite you most later.
Example of this:

A young woman had cold emailed me for a video editing role.

Didn't have a need, but did need a part-time researcher.

She jumped at it.

A few months later, we had a video need. She'd been crushing it, so got first look.

Now making 3x and full-time editing.
Read 4 tweets
Feb 2
10 ideas that changed our lives (and may change yours):

Last Friday, we hosted an event in London in front of a sold out crowd of 500+ people.

The topic: 10 ideas that changed our lives.

Here were the ideas we shared:

1. There's no such thing as a loser who wakes up at 5am and works out.

A lot of success is determined by your own beliefs about yourself. When you're in a negative place, the most impactful action is the one that makes you self-identify as a winner. Waking up early and working out is hard. If you can do that, you're a winner. Winning begets more winning.

2. Energy is not finite.

Energy expands and contracts as a function of the activities you're engaged in. Certain activities are energy creating, certain activities are energy draining. Most of us spend too little time in our energy creating activities.

3. No one has it all figured out.

No one knows what they want to be when they grow up. Some are just a bit better at putting on a brave face, following their curiosity, and marching courageously into the unknown.

4. Direction over destination.

It is impossible (and rather anxiety-inducing) to attempt to determine your exact destination in life. Instead, focus on pointing your compass in the right direction. If you do that, you'll wind up where you were meant to be.

5. Focus on the WHO, not the HOW.

I no longer focus on the journey or the destination, I focus on the people. When you surround yourself with inspiring people, the journeys are more beautiful and the destinations are more brilliant.

6. Increase your luck surface area.

You can take actions that expand your odds of getting lucky. When choosing between two paths, always choose the path that has a larger luck surface area.

7. Default to trust.

In life, we all have a choice of whether to default to trust or skepticism. Always default to trust. When you occasionally get burned, view it as a tiny tax against all of the incredible benefit you will experience from this default setting.

8. The waiting room is always full.

Your "waiting room" of projects to tackle, people to see, and ideas to pursue will always be full. You will never make a dent in it. Do your best, work on energy creating activities, and have faith in the process.

9. The good old days are happening right now.

The "good old days" are happening right now. The life you're living today is something that your younger self would have dreamed of. You've done more than you think. Zoom out and reclaim perspective.

10. Time is your most precious asset.

Never let the quest for more distract you from the beauty of enough. Treat time as your ultimate currency. Spend it wisely, with those you love, in ways you’ll never regret.

***

Those 10 ideas changed our lives (and may change yours).

What were your favorites? What would you add to the list?Image
People get confused on the waking up early point:

It’s not saying you can’t be a night owl and win.

It is saying that I don’t know of anyone who has the discipline to wake up at 5am and work out that isn’t a winner in other areas of life.

Disciplined people find a way to win.
When you can’t see any wins around you, you need to manufacture a win to build belief momentum.

Doing one hard thing to start the day is a simple way to manufacture one piece of evidence that you are a winner.

You’ll start finding more evidence all around you.
Read 5 tweets
Jan 27
Your entire life can change in three years...

Three years of focused, daily effort.

One year may create a dramatic shift, but three years will blow your mind.

Trust me, I've lived it.

Three years ago, I was walking down a very different path.

A good path, but not my path.

Not the one that I would find meaning meaning in.

Not the one that I was uniquely made to follow.

Three years of focused, daily effort, and here we are:

Last night in London, 500+ people came out to meet, listen, ask, and share.

My younger, insecure, nervous self would be blown way. My present self is simply filled with gratitude.

After the event, we got kicked out of the venue and took to the streets.

I stood out in the cold for two hours to make sure I met and spoke to every single person that stayed.

I heard stories from people in all walks of life. From a 17-year-old deciding whether to go all in on his entrepreneurial dream to a 40-year-old who had tragically lost a child. There were smiles, tears, laughs, and more.

The experience reinvigorated my energy in my singular mission:

To create positive ripples in the world.

I still don't know what my exact path looks like, but I'm certainly walking it.

"As you start to walk on the way, the way appears." - RumiImage
Image
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Nothing will ensure your success in life like having a supportive, loving, and complementary partner.

I am so lucky to have this woman in my life.

And I am so proud of her. Image
These events remind me of one important fact:

There is nothing like the energy of meeting people in real life.

We can have all the technology in the world, but you can't replace the feeling of looking another human in the eye.

I'm going to host more events to spread the vibes!
Read 4 tweets

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