Nike Appear to Enter Metaverse with Virtual Product Trademark Applications
Digital spaces have become increasingly prevalent in the sneaker scene, with the most obvious examples of e-commerce and social media – not to mention sneakerfreaker.com – being familiar platforms. However, it looks like Nike are planning to go completely online into the mysterious metaverse, with some recent trademark applications being an early indicator of their imminent direction.
Nike is heading to the metaverse.— Josh Gerben (@JoshGerben) November 1, 2021
On October 27th the company filed new trademark applications for NIKE, JUST DO IT and the swoosh logo.
The filings indicate an intent to make and sell NIKE-branded VIRTUAL shoes and clothing.#Nike #Metaverse pic.twitter.com/nisKVm2CTq
As reported by CNBC, trademark attorney Josh Gerben pulled up some paperwork filed by Nike to the US Patent and Trademark Office (USPTO) on October 27 and 28. A total of seven filings included iconic Nike trademarks, including the Swoosh, Jumpman and ‘Just Do It’ slogan, and how they would be used in virtual applications – a crucial move to ,protect their valuable trademarks in digital settings.
Nike are also appearing to deliver both downloadable and non-downloadable goods that can be used in retail and entertainment environments. This could mean anything from in-game ‘skins’ to augmented reality wardrobe assistants, or even footwear verification and NFTs.
There is considerable investment in this area for the Swoosh’s workforce too. Three openings for ‘Virtual Material Designers’ were posted on Nike’s website just days before their USPTO applications. In the brand’s own words, ‘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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