Elon Musk is joking once again – late in the evening on July 5, red satin short shorts appeared in Tesla’s online store. Musk announced the availability of limited-edition shorts on Twitter. The price is symbolic and comic – it’s $69.420.
The shorts are part of a joke aimed at Tesla shorters, people who borrow and sell Tesla stock, hoping for a decline in price so they can buy it cheaper and make a profit. That's why Musk has been waging war against shorters and the SEC.
"Celebrate summer with Tesla Short Shorts," says the product description on Tesla's website. "Run like the wind or entertain like Liberace with our red satin and gold trim design. Relax poolside or lounge indoors year-round with our limited-edition Tesla Short Shorts, featuring our signature Tesla logo in front with "S3XY" across the back. Enjoy exceptional comfort from the closing bell."
But besides the comic meaning of the price, the shorts have another hidden meaning. The number "420" is a direct reference to Musk's tweet about taking Tesla private at $420 a share, which has gotten him in a lot of trouble with the SEC. The symbolic milestone of $420 Tesla shares passed only in December 2019, and now the price of one share exceeds $1,200.
Now, red satin shorts with Tesla’s logo on the front and the inscription S3XY on the back are only available in the largest XL size. All products in sizes XS, S, M, and L are already sold out. It was a limited lineup, and it seems no new batches are planned.
It is interesting whether Musk will keep his promise to send a few pairs of shorts to the US Securities and Exchange Commission. But even if he doesn't make it, the joke advertising campaign was quite a success.