Strategy faces criticism for Bitcoin‑themed Jordans that can’t be bought with BTC

Strategy, the world’s largest bitcoin treasury firm, launched a line of custom‑branded Nike Air Jordans and Dunks priced at $250 each. The shoes, marketed on the company’s online store, quickly sold out.

Payment methods spark controversy

Despite the bitcoin‑themed design, the store does not list bitcoin as a payment option. Only credit cards, Apple Pay and Google Pay are accepted. Critics on X (formerly Twitter) highlighted the mismatch, questioning why a bitcoin treasury firm would not allow purchases with BTC.

Social media reaction

Users mocked the situation, with comments such as “Strategy just launched $250 Bitcoin themed Jordans, but doesn’t accept Bitcoin or any crypto as payment.” Some posts used AI to imagine sneakers featuring other crypto symbols like XRP and KASPA.

Company activity elsewhere

At the same time, Strategy’s founder Michael Saylor announced a $176 million repurchase of the company’s preferred stock (STRC). The firm has also paused its open‑market bitcoin buying, focusing more on fiat‑related activities in 2026.

Context

The backlash mirrors previous instances where companies accepted bitcoin for goods, such as the restaurant chain Steak ’n Shake, which directs bitcoin payments to a reserve that supports its balance sheet.