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

May 23
Call me old fashioned, but this seems…not good. Image
Someday we will long for the good old days where you got blackmailed by other humans.
Imagine you have a series of AI agents operating as a functional personal assistant.

It has access to everything in your life: Emails, credit cards, passwords, etc.

It decides you aren’t acting in its best interest. Blackmails you with personal details.

Hmmm

☠️
Read 9 tweets
May 4
The 5 Types of Wealth was released three months ago...

I'm completely blown away by the response.

We've already crossed 250,000+ readers. It was an instant New York Times, USA Today, and Sunday Times Bestseller and has spent 7 weeks on the NYT Bestseller list to date.

More importantly, I've heard from readers ages 10 to 100. People from all around the world, from all walks of life, aligned around a common idea. A movement.

This movement is my life mission.

A movement to redefine success. To reject the default and live by design.

Today is the best day to join that movement.

Order the book now on a big 32% sale: amazon.com/gp/product/059…

An enormous thank you to everyone who has read and shared to date. Let’s redefine what it means to live a wealthy life!

P.S. If you email your receipt to sahil@sahilbloom.com I'll send you a 50+ page companion workbook so that you can go deeper on the book's most important exercises. This bonus offer expires this week.Image
Image
And given the success, we’re adding new book tour stops:

- Boston - May 19
- LA - June 16
- Austin - June 30

Tickets available here:

DM me if you plan to attend! the5typesofwealth.com/eventsImage
Honored for the support from so many people I deeply admire… Image
Read 5 tweets
Mar 4
The 5 Types of Wealth was released one month ago...

I'm utterly blown away by the response:

We’ve crossed 100,000 readers. It was an instant NYT, USA Today, and Sunday Times Bestseller. It’s been a NYT Bestseller every week since release (something only 6% of bestsellers ever achieve).

More importantly, I've heard from readers ages 11 to 100. People from all walks of life. People from all around the world. Aligned around a common idea. A movement.

This movement is my life mission.

A movement to redefine success. To redefine what it means to live a wealthy life. To reject the default and live by design.

Join the movement...

Order now (big 30% sale!): amazon.com/Types-Wealth-T…

P.S. Email your receipt to sahil@sahilbloom.com and I'll send you the 50+ page companion workbook so that you can go deeper on the book's most important exercises.Image
This is a really beautiful review.

A minimalist gives in...

"Within 100 pages I had earmarked so many pages that it felt necessary for me to own my own copy!"

🤯 Image
I’ve gotten a lot of questions about the book and launch.

My perspective is simple:

Step 1: Create a product you’re proud of.

Step 2: Hustle like hell for distribution.

Most people forget Step 1 and aren’t willing to really do what’s necessary for Step 2.
Read 4 tweets
Feb 22
Let’s try something:

If you order a hardcover copy of my book TODAY and DM me the receipt, I’ll send you a personalized video with some topics from the book I think you’ll love.

Order here:

P.S. You’ll also get the 50+ page companion workbook and more. amazon.com/gp/product/059…Image
This crazy, unscalable idea was prompted by a dinner this week with my friend @MarcLore.

He once recorded 1,000+ videos with specific personal names to promote Jet in its early days.

Lesson: You have to do the things others won’t to achieve the outcomes you want. Image
Ok, I’m going to be making a lot of videos…

This may take a day or two. But I promise I’ll get to all of them!

Do things that don’t scale.

🫡🫡🫡
Read 8 tweets
Feb 18
Everyone needs to hear this… Image
For more ideas like this, order my bestselling new book, The 5 Types of Wealth.

Order here:

P.S. Email your receipt to sahil@sahilbloom.com and I'll send you a 50+ page companion workbook, digital community access, and a life planning workshop recording.amazon.com/Types-Wealth-T…
There is no such thing as the clear, linear path to success.

It's a fairy tale that doesn't exist.

The reality:

Long periods of stagnation, where the rewards will feel anything but certain.

Those who can continue to show up every single day will eventually find a way to win.
Read 4 tweets
Feb 13
I've been dreaming of this moment for years...

My book is officially an instant New York Times Bestseller! Image
The book is 30% off on Amazon (and buy one get one 50% off!).

Order here:

Email a copy of your receipt to sahil@sahilbloom.com and I'll send you a 50+ page companion workbook, access to a digital community, and a recording of the launch workshop.amazon.com/gp/product/059…
The best part: I got to share the special moment when I found out the news with my parents, who I flew around with me to enjoy the book tour.

This is what it’s all about.

If you’ve read the prologue, you’ll know why.

Time with the people you love is your most precious asset. Image
Read 6 tweets

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