First Facebook, now Nike?
The clothing giant has actually taken its primary steps into the metaverse. The Oregon- based business has actually submitted a number of brand-new hallmarks today that show its intent to make and offer virtual Nike- branded tennis shoes and clothing.
According to the U.S. Patent and Trademark Office, Nike submitted applications onOct 27 for “Nike,” the brand name’s popular motto “Just Do It,” and its swoosh logo design. The list below day, 2 more applications, for the “Air Jordan” and “Jumpman” logo designs, were submitted. In overall, 7 various applications have actually been sent.
“Nike is protecting their trademarks for this new era,” stated Josh Gerben, a hallmark lawyer.
The business didn’t right away react to an ask for talk about its future strategies. However, individuals acquainted with its method stated the area is a concern for the brand name and customers can anticipate to see more virtual rollouts in the months ahead.
In addition to the hallmark demands, Nike likewise is wanting to staff up in the area. According to a search of Nike tasks, the business just recently published openings for a virtual material designer of footwear and other virtual style functions. The task listings, published onOct 23, stated, “this role sits in the Digital Product Creation group, a team focusing on igniting the digital and virtual revolution at Nike.”
The hallmark filings “would very clearly be a nod to this idea of the metaverse,” Gerben stated. “They’re filing new applications for the company’s main trademarks, saying that they’re going to launch and start selling virtual clothing, headwear, shoes, in online and virtual worlds.”
According to Gerben, the brand-new hallmarks likewise supply Nike additional defense in case others try to utilize the brand name in an unlicensed method.
“If you want to police your trademarks in that world, it’s going to be easier if you just own registrations for virtual goods,” he stated. Gerben stated the hallmark filings will likewise include worth to the general brand name portfolio as hallmarks are a type of residential or commercial property.
“You can imagine the value that Nike’s name or logo holds if you were just selling, so the more protection you build into your trademarks, arguably the more value you’re adding to the book value of the company,” he included.
This is not the brand name’s very first venture into the virtual world. In May 2019, the Jordan brand name partnered with Fortnite, where characters used Nike- branded tennis shoes. Nike has likewise had a number of cooperations with the online video gaming platform Roblox.
The business is still waiting on a patent submitted in April 2019 for “Cryptokicks,” which Nike prepares to utilize as a nonfungible token.
As Nike gets ready for the virtual world, its real world has actually most just recently been affected by supply chain problems. In its newest profits report, onSept 23, the business decreased its financial 2022 outlook to represent longer transit times, labor lacks and extended production shutdowns in Vietnam.
Nike shares are up 18% year to date, putting its market price at more than $265 billion.