Days after Facebook announced a name change to focus on building out the metaverse, another international corporation has joined them. Nike has taken their first steps towards the metaverse with several trademark filings dating back to October 27th. The filings suggest an intention to create and sell virtual branded sneakers, apparel, and other merchandise in the digital space.
The Oregon-based sportswear giant applied for three trademarks, including “NIKE, JUST DO IT,” and the iconic Swoosh logo. The trademark application explicitly cites “downloadable virtual goods for use online and in online virtual worlds.” The following day, Nike also submitted trademark applications for the “Air Jordan” and “Jumpman” logos. While Nike could be simply protecting their trademarks, speculation suggests that the company is preparing a formal launch into the futuristic virtual world. Trademark attorney Josh Gerben delivered his analysis on the move in a series of tweets.
“If you want to police your trademarks in that world, it’s going to be easier if you just own registrations for virtual goods. 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, arguable the more value you’re adding to the book value of the company.”
Nike has yet to release any official information regarding their plans for these trademarks or the metaverse. With the rise of NFTs and Facebook’s emphasis on the metaverse, it appears Nike is adapting sooner rather than later. The company also posted several job listings for various virtual design roles. Job listings for a virtual material designer of footwear specify “this role sits in the Digital Product Creation group, a team focusing on igniting the digital and virtual revolution at Nike.”
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This isn’t the company’s first venture into the virtual world. In May 2019, Jordan brand collaborated with Fortnite on virtual Nike-branded sneakers. They also partnered with the online gaming platform Roblox and filed a patent for “Cryptokicks,” an infant nonfungible token.
As always, we’ll keep you posted as more news develops. Let us know your thoughts on Nike’s move to the metaverse in the comments section below! Lastly, for more of the latest tech news from WavyPack, Facebook Changes its Company Name to Meta.
