Blizzard has launched a month-long blood drive to celebrate the release of Diablo IV's second season, Season of Blood. There will be three tiers of rewards that will unlock as more people donate, with the final reward being a sweepstakes for a custom liquid-cooled PC infused with human blood.
I seem to remember something similar a little while ago except it was like a pair of shoes or something.
Edit: It was Lil Nas X and his Satan Nikes.
https://www.cnn.com/style/article/lil-nas-x-mschf-satan-nike-shoes/index.html
to be fair, every nike shoes already have children blood