The bro Isaac Newton’s law of universal gravitation holds that two massive objects, floating gently in space, will exert gravitational forces upon one another, causing each to accelerate toward its galactic opponent. Free of friction or other external bothers, and depending upon their respective trajectories, the two eventually must collide.
So it was earlier this month that Palace unholstered its product description weapon-of-choice and let fly several bullet points in the direction of Supreme, asserting beneath a pair of bold blue sweatpants that the London-based cut-n-sew concern was ‘realer’ than its NY competitor, now stabled under the VF Corporation umbrella with assorted other clothing suppliers such as Vans and North Face*. For Palace, the silverback gorilla in the jungle of triangle logos, going at Supreme seemed inevitable after years of picking on smaller targets.
For Supreme, these no doubt have been some turbulent times. Hoovered up by VF in 2020 via a $2.1 billion deal, Supreme’s finances have since been laid somewhat bare for the investing public to parse, and as macroeconomic wobbles have wiggled, the brick-and-Oreo collaber’s fortunes have soured. VF reported last spring that Supreme’s annual sales for fiscal 2023 declined by about 7%, and fell short of the company’s projected $600 million, whilst Supreme-derived profits fell by about one-fifth. Supreme’s ailing sales led VF to book a $313 million charge on the brand’s lower presumed value, and as similar financial clouds have clouded around Vans and other of VF’s properties, VF in the months hence has hired a new CEO, drawn the attentions of several activist investment firms, got hacked, and altered its board of directors.
To whom to turn when the seas of retail commerce grow exceedingly wavy? Funny you should ask; earlier this week, Supreme’s Instagram.com account refreshed to show the famous ascent of the Corcovado mountain, where the 100-foot Christ the Redeemer gazes across Rio de Janeiro, arms spread. As the vid shows mist tingling the statue’s concrete-and-soapstone skin, a small plane buzzes around towing a Supreme banner, until the camera angle and statue align to position the renowned ‘box logo’ across Jesus’ enrobed torso.
Is Supreme’s collab with Jesus Christ an appeal to a higher power during uncertain times, or rather a natural move after marketing ‘I (Heart) Satan’ tees a few years back? Was this clip meant to be in Supreme’s 2018 video ‘Blessed’ but wasn’t landed by deadline? Does this collab throw wide the doors for other potential tie-ups between skateboard brands and deities, such as an Odin guest pro model on Polar or a branded pope hat? Have people been aware of Heitor da Silva’s role in engineering the Christ the Redeemer monument?
*the bullet points in question appear now to have been swapped out.
boil the ocean 