Strategy Inc. (NASDAQ: MSTR) has sold out its limited-edition Bitcoin-themed sneakers, inspired by Nike Inc.’s (NYSE: NKE) Air Jordan 1, after listing them on its official online store.
The shoe, priced at $250, features leather overlays, a mid-top silhouette, and orange branding designed to reflect the company’s deep association with Bitcoin.
For context, a standard Air Jordan 1 typically retails between $110 and $185 in the U.S., depending on the specific model.
Strategy listed the product on its Strategy Store on Tuesday, alongside a broader range of apparel, accessories, and gear available through the platform.
The most talked-about detail was not the shoe itself, but the payment options, which included cards, Apple Pay, and Google Pay, with no option to pay in Bitcoin or any other cryptocurrency.
The irony was not lost on observers online, with social media users quickly pointing out that a company defined by its Bitcoin holdings refused to accept the asset for its own branded merchandise.
Strategy’s Bitcoin position currently stands at 845,050 BTC, acquired for $63.73 billion at an average price of roughly $75,412 per coin, with no new purchases reported last week.
Rather than adding to its Bitcoin holdings, the company used its dollar reserves to repurchase 1.81 million shares of its STRC preferred stock for $176.3 million.
The company had previously ended a two-month Bitcoin buying drought by acquiring 4,603 BTC for $370 million at an average price of $80,318 per coin.
The sneaker launch highlights an interesting tension at the heart of Strategy’s brand identity, as the firm positions itself as the leading corporate Bitcoin advocate while conducting its retail operations entirely in traditional currency.
Whether the decision to exclude Bitcoin as a payment method was driven by regulatory caution, operational simplicity, or volatility concerns, it has generated significant public attention and debate within the crypto community.
The sell-out nonetheless signals strong consumer appetite for Bitcoin-adjacent lifestyle products, a trend that Strategy appears ready to capitalize on regardless of which currency customers use to pay.
