In late October, Nike filed several new trademark filings that indicate the company's intention to manufacture and sell virtual sneakers and apparel under the Nike brand, cnbc.com writes.
On October 27, Nike filed applications with the US Patent and Trademark Office for the Nike trademark, the famous Just Do It brand slogan and its own checkmark logo. The next day, two more applications were filed for the Air Jordan and Jumpman logos. A total of seven different applications were submitted.
People familiar with Nike say that virtual space is a priority for the brand in terms of strategic development, and consumers can look forward to new Nike initiatives in the digital space in the coming months. Nike's recent vacancies, which are looking for a virtual shoe designer and other virtual designers to join its team, also speak to this interest of the company.
The trademark registration will also allow the company to provide additional protection for Nike in the virtual universe, in case someone from the outside tries to use a famous brand in the digital world without a license.
This is not the first experience of the brand in the virtual world. In May 2019, the Jordan brand partnered with the computer game Fortnite, whose characters wore Nike-branded sneakers. Nike has also partnered with the online gaming platform Roblox on several occasions. In addition, the company is awaiting a patent filed in April 2019 for Cryptokicks, which Nike plans to use as an immutable token.
Along with its exploration of the virtual world, Nike is experiencing major supply chain challenges in the real world. In its most recent income statement on September 23, the company lowered its forecast for fiscal 2022 to account for a stretched delivery period, labor shortages and lengthy production stoppages in Vietnam. Nike shares are up 18% since the beginning of the year, bringing the company's current market value to over $ 265 billion.