If the literature on organizational stigma has boomed in recent years, little attention had been paid on stigmatizing processes originating from the artefacts that target organizations produce. Artefacts are symbolically connected to the organizations that has produced them, opening the risk of stigma-transfer. Yet, once an artefact is released to the public, it becomes physically independent and amenable to appropriation by users, including potential stigmatizing groups. By operating material and socio-symbolic alterations on products after their public release, the growing “custom” market opens the possibility of inscribing stigma onto artefacts. Based on a qualitative study of the release of the “Satan Shoes,” an unauthorized customization of Nike shoes by MSCHF and Lil Nas X, we investigate how the stigmatization of an existing artefact operates and how the target organization manages the risk of artefact-based stigma transfer. Our findings reveal that the stigmatization of an artefact is a relational process between uncoordinated actors. First, stigmatizing organizations appropriate and transform the material qualities and socio-symbolic meanings of the artefact. Then, stigmatizing organizations and artefacts’ overt sanctioners amplify the stigma around the artefact, pushing the target organization to engage in stigma management. This leads to an escalation that could be both damaging for the stigmatizing organizations and their target. Both parties then de-escalate by sanitizing the artefact and settling the conflict, which facilitate the growth of artefacts’ overt supporters.