Leave it to Nike to be the latest company to cash in on the Jeremy Lin phenomenon! Despite the fact that, until recently, Lin didn’t even have a sneaker deal—and despite the fact that, even if he did have a deal, his sneakers would have cost about $30, at most—the Swoosh just released a special new Nike Zoom Hyperfuse sneaker in a New York Knicks colorway that Lin will be rocking for the rest of the season. The price tag on them: $130.

That’s right. Nike is looking to use Linsanity to its’ own advantage by charging more than a hundred bucks for a pair of Jeremy Lin sneakers. And they aren’t even Lin’s signature kicks. They’re simply designed with him in mind and carry his last name across the tongue of both sneakers. “It’s not a signature line,” Nike told Reuters through a statement recently, “but a version of the shoe that he’s been wearing this season.”

So, we have to ask: Why hasn’t Nike just gone all the way already and given Lin his own shoe? We see the value in using the Zoom Hyperfuse as a quick fix. They obviously didn’t have a sneaker developed for Lin a month ago. So by creating his own Hyperfuse for him, they’re able to capitalize off his sudden success very quickly. But, we also have to believe that, if they’re smart (which they obviously are!), they’re already in the lab cooking up a sneaker for Lin. Who knows how long the hype around him will last? If they want to make a few bucks off it, they need to get him his own sneaker, like, now. And not just a Hyperfuse that’s painted to look like his sneaker.

For now, though, the Zoom Hyperfuse in a Knicks colorway will have to do. What do you think? Would you wear this sneaker—or do you think Nike’s doing Lin a disservice by slapping a sneaker on shelves with his name on it to capitalize off his success?

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