Would you buy a pair of sneakers that you can’t wear? Last week,Nike has filed a trademark application, hoping to sell sports shoes, clothing and other products with its swoosh logo in virtual worlds such as games.At the same time, Nike’s application documents also show that the company hopes to protect its “Just do it” slogan and other recognizable signs in the virtual world.
Expand revenue channels
Recently, Nike has been affected by supply chain issues in the real world, and the second quarterly report fell short of expectations. At the end of September, Nike Chief Financial Officer Matthew Friend stated on the conference call:
“We are not immune to the unfavorable factors of the global supply chain.”
And actively expanding the virtual world business, or can bring new revenue growth points for Nike.
People have paid a lot of money for digital design and artwork, including digital sneaker design. As early as February this year, three digital sneakers designed by digital artist Fewocius were sold on the NFT trading platform, and 621 pairs were sold within 7 minutes, with a total sales of 3.1 million US dollars. Sales records.
Josh Gerben, the trademark attorney of Gerben Intellectual Property Company, said that for Nike, applying for a trademark may be a way to protect its brand in the virtual world. At the same time, he believes that this may become a new source of income for Nike.
“The virtual world is a new field, and it may become a source of income for Nike.”
This is not the first time a sports manufacturer has entered the virtual world
This is not the first time Nike has entered the virtual world. In May 2019, Nike’s Air Jordan brand cooperated with “Fortnite” to put AJ sneakers on the characters in the game.
At the same time, Nike submitted the “Cryptokicks” patent in April 2019 and plans to use it as a non-homogeneous token.
At the same time, the major domestic sports brands are not to be outdone. As early as November 2020, Li Ning, a major domestic manufacturer, had cooperated with Tencent to launch a co-branded costume in qq Xuanwu.