A lawsuit has been filed by Jessica Bradford, the mother of a Shoe Palace store employee who was shot and killed during a sneaker promotion event in 2021. The lawsuit targets Shoe Palace, Nike, the alleged gunman, and other parties, holding them responsible for fostering a culture of “sneaker violence” that ultimately led to her son’s death.
Filed in the Los Angeles Superior Court, Bradford’s lawsuit encompasses battery, negligence, and premises liability, seeking compensatory and punitive damages. It calls into question the shoe culture endorsed by figures like Michael Jordan, which the suit claims specifically targets the Black community. Jayren Bradford, the victim, was a 26-year-old Black man.
“Unfortunately, something as seemingly harmless as a pair of shoes has been the cause of deaths and injuries among young people for decades,” states the lawsuit. “Known as ‘sneaker violence’ by the mainstream media, this phenomenon disproportionately affects young people, especially those of color.”
Neither Shoe Palace nor Nike representatives have responded to requests for comment on the lawsuit, which was filed on Wednesday.
In a statement released previously, the Los Angeles Police detailed events that occurred on August 11, 2021, during a shoe raffle outside the Melrose Avenue store. An argument ensued among a group of men and women, prompting a call from a colleague to the off-duty Jayren Bradford for assistance. When Bradford arrived at around 12:30 p.m., the group confronted him, and a 16-year-old boy pulled out a gun, shooting him.
The lawsuit asserts that many individuals attended the Nike raffle in hopes of winning the chance to purchase a pair of limited-release sneakers. Ultimately, it was a pair of Nike “Dunk Low” shoes that resulted in Bradford’s death.
According to the suit, Jayren Bradford was an “artistic and kind-natured son who was generally liked by all.” However, the losses suffered by the defendants pale in comparison to his mother’s “indescribable pain and loss.”
“In fact, defendants Nike and Nike USA earned approximately $12.2 billion in revenue during this time period,” the lawsuit reveals. “This money is tainted by the tragic loss of Jayren.”
The suit contends that shoe companies, particularly Nike and Nike USA, have harnessed the allure of shoes and amplified it by positioning influential people of color at the forefront of their marketing efforts, predominantly targeting those in inner-city areas.
The lawsuit highlights Nike’s 1989 television and print advertisements featuring Michael Jordan, who is widely admired in the Black community, and his Air Jordan shoe.
“The common theme of these advertisements was to ‘Be like Mike’,” states the lawsuit. “As a result, shoes and their manufacturers have created divisions among races and social classes, with specialty and designer sneakers like Nike Air Jordans representing not only a fashion statement but also a symbol of status.”
However, this pursuit of fashion status and the desire to “be like Mike” come at a high cost. The suit cites a figure from 2015, stating that 1,200 young Americans lost their lives due to violence surrounding shoes like the Nike Air Jordan and other popular brands.
The lawsuit alleges that none of the defendants implemented safety measures, policies, procedures, or training, despite the foreseeable likelihood of violence at Nike shoe release events.
“As a result of these failures, Jayren lost his life, leaving his family, his girlfriend, and his co-workers, who witnessed the shooting, in emotional turmoil,” states the complaint.
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