[pseudalopex]

You can watch a lawyer explain it.[1] There's an exception to the first sale doctrine when the goods are materially altered. And Nike claimed trademark dilution by tarnishment too.[2]

[1] https://www.youtube.com/watch?v=GuYd4RP0_qk

[2] https://en.wikipedia.org/wiki/Trademark_dilution#Blurring_an...