Nike files lawsuit to block ‘Just DAO It’ trademark registration

Nike has filed a counterclaim lawsuit challenging TacVue Inc’s trademark application for “Just DAO It” similar to its “Just Do It” catchphrase before the United States Patent and Trademark Office Trial Board.

TacVue Inc, a Chicago-based technology company, filed its trademark application in October 2021 using the “Just Dao It” tag to offer computer services.

In its lawsuit, the sportswear giant asserted that ‘Just DAO It’ is confusingly similar to the ‘Just Do It’ mark, which it has continuously used since “at least as early as 1989.

The matter is scheduled to commence on January 30, with the United States Patents and Trademark Office’s Trial and Appeal Board expected to issue its willingness to grant either party’s motion or dismiss.