Nike Trademark Lapse

Nike’s attempt to revive its iconic “Total 90” soccer line hit a legal snag after the company failed to renew the trademark, allowing an individual soccer enthusiast to register it. The oversight has complicated Nike’s plans to relaunch the brand ahead of major soccer events, forcing Nike to petition the Trademark Trial and Appeal Board. It seems likely there will be a lawsuit and negotiations. The episode highlights how even major brands can jeopardize valuable trademark rights through simple lapses in trademark strategy and maintenance.

Story here: https://www.wsj.com/business/retail/nikes-revival-of-classic-brand-has-a-hitchsoccer-coach-grabbed-the-trademark-27b28b06?gaa_at=eafs&gaa_n=AWEtsqdij4Vn9J5JqhkA9w1Mw3hGMlbEXvr4LuGUduOn7oPgkr69ydnonRVxVT7agBU%3D&gaa_ts=695462c4&gaa_sig=PQWwoL97BYPHxPqN86EMFOkFpeh8ZMQekIjfDnlDF9OVqVCvIqEPBIPBVJ5obyZsCNKaDceQzRqA3HqAeVyR1Q%3D%3D