Nike files trademark applications to sell digital sneakers

Sportswear giant Nike filed trademark applications last week for selling digital versions of its swoosh logo -stamped sneakers, clothing, and other goods in virtual worlds, such as videogames or other online platforms.

Intellectual property trademark attorney Josh Gerben said that Nike's trademark application is for the protection its brand in the virtual world and prevent counterfeits from appearing in games.

Consumers have been buying digital artwork and designs with some digital sneakers having sold for thousands of dollars.

Gerben added that virtual worlds are a new frontier that will probably become a revenue stream for Nike.

According to the US Patent and Trademark Office, the Oregon-based sportswear company filed applications for “Nike,” the brand’s “Just Do It” slogan, and its swoosh, “Air Jordan” and “Jumpman” logos, were filed.

In total, Nike submitted seven different applications.

Nike also is looking to staff up in the space.

The company recently posted openings for a virtual material designer of footwear and other virtual design roles, which "sits in the Digital Product Creation group, a team focusing on igniting the digital and virtual revolution at Nike.”

Nike has previously forayed into the virtual world.

In May 2019, it partnered with Fortnite, where characters wore Nikes.

The company also had several collaborations with the online gaming platform Roblox.

Nike is still waiting for approval of a patent filed in April 2019 for “Cryptokicks,” which the company would use as a nonfungible token.