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First Fb, now Nike?
The attire big 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 keeping with the U.S. Patent and Trademark Workplace, Nike filed purposes on Oct. 27 for “Nike,” the model’s well-known slogan “Simply Do It,” and its swoosh emblem. The next day, two extra purposes, for the “Air Jordan” and “Jumpman” logos, have been filed. In whole, seven completely different purposes have been submitted.
“Nike is defending their logos for this new period,” mentioned Josh Gerben, a trademark legal professional.
The corporate did not instantly reply to a request for touch upon its future plans. Nevertheless, folks accustomed to its technique mentioned the house is a precedence for the model and shoppers can anticipate to see extra digital rollouts within the months forward.
Along with the trademark requests, Nike is also seeking to employees up within the house. In keeping with a search of Nike jobs, the corporate just lately posted openings for a virtual material designer of footwear and different digital design roles. The job listings, posted on Oct. 23, mentioned, “this function sits within the Digital Product Creation group, a crew specializing in igniting the digital and digital revolution at Nike.”
The trademark filings “would very clearly be a nod to this concept of the metaverse,” Gerben mentioned. “They’re submitting new purposes for the corporate’s major logos, saying that they are going to launch and begin promoting digital clothes, headwear, footwear, in on-line and digital worlds.”
In keeping with Gerben, the brand new logos additionally present Nike further safety within the occasion others try to make use of the model in an unlicensed approach.
“If you wish to police your logos in that world, it should be simpler when you simply personal registrations for digital items,” he mentioned. Gerben mentioned the trademark filings may also add worth to the general model portfolio as logos are a type of property.
“You possibly can think about the worth that Nike’s identify or emblem holds when you have been simply promoting, so the extra safety you construct into your logos, arguably the extra worth you are including to the e-book worth of the corporate,” he added.
This isn’t the model’s first foray into the digital world. In Could 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 just lately been impacted by provide chain points. In its most up-to-date 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% 12 months up to now, placing its market worth at greater than $265 billion.
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