The attire large has taken its first steps into the metaverse. The Oregon-based firm has filed a number of new logos this week that point out its intent to make and promote digital Nike-branded sneakers and attire.
In response to the U.S. Patent and Trademark Workplace, Nike filed functions on Oct. 27 for “Nike,” the model’s well-known slogan “Simply Do It,” and its swoosh emblem. The next day, two extra software filings for the “Air Jordan,” and “Jumpman” logos have been filed. In complete, seven completely different functions have been submitted.
“Nike is defending their logos for this new period,” mentioned trademark lawyer Josh Gerben.
The corporate did not instantly reply to a request for touch upon its future plans. Nonetheless, individuals aware of its technique mentioned the area is a precedence for the model and shoppers can count on to see extra digital rollouts within the months forward.
“This is able to very clearly be a nod to this concept of the metaverse,” mentioned Gerben. “They’re submitting new functions for the corporate’s essential logos, saying that they’ll launch and begin promoting digital clothes, headwear, footwear, in an internet and and digital worlds.”
In response to Gerben, the brand new logos additionally present Nike further safety within the occasion others try to make use of the model in an unlicensed method.
“If you wish to police your logos in that world, it should be simpler in the event you simply personal registrations for for digital items,” he added. Gerben mentioned the trademark filings will even add worth to the general model portfolio as logos are a type of property.
“You’ll be able to think about the worth that Nike’s identify or emblem holds in the event you have been simply promoting, so the extra safety you construct into your logos, arguably the extra worth you are including to the to the e book worth of the corporate,” he added.
This isn’t the model’s first foray into the digital world. In Might 2019, the Jordan model partnered with Fortnite, the place characters wore Nike-branded sneakers. Nike has additionally had a number of collaborations with the net gaming platform Roblox.
The corporate continues to be ready on a patent filed in April 2019 for “Cryptokicks,” which Nike plans to make use of as a nonfungible token.
As Nike prepares for the digital world, its bodily world has most not too long ago been impacted by provide chain points. In its most recenting earnings report on Sept. 23, the corporate lowered its fiscal 2022 outlook to account for longer transit occasions, labor shortages and extended manufacturing shutdowns in Vietnam.
Nike shares are up 18% year-to-date, placing its market worth at greater than $265 billion.
