By Michael Kondoudis, Trademark Attorney
This is our COMPLETE guide to Nike’s trademarks.
If you want to learn about Nike’s trademarks, their histories, what products and services they protect, and Nike’s trademarking strategy then this guide is for you.
CONTENTS
1. Introduction
Nike is one of the most recognizable brands in the world. The company has been successful for many reasons, but one of the biggest is its masterful marketing and branding. In this blog post, we’ll take a look at Nike’s history as a brand and how it has used trademarks to become one of the most successful companies in the world.
Nike’s Beginnings
Nike was founded in 1964 as Blue Ribbon Sports by Bill Bowerman and Phil Knight. Bowerman was a running coach at the University of Oregon, and Knight was a former middle-distance runner who had recently graduated from Stanford Business School. The two men started selling running shoes out of the trunk of Knight’s car, and they eventually opened their first retail store in Santa Monica, California.
Iconic Branding
In 1971, the company decided to change its name to Nike, the Greek goddess of victory. The company also debuted its now-famous swoosh logo that same year. Since then, Nike has become known for its innovative marketing campaigns featuring top athletes like Michael Jordan, Tiger Woods, and Serena Williams.
Competition in the Athletic Footwear Industry
The athletic footwear industry is highly competitive. In addition to Nike, there are other major players like Adidas, Reebok, Puma, and Under Armour. To stay ahead of the competition, Nike continually innovates both its products and its marketing campaigns. For example, Nike was one of the first companies to sell athletic shoes online and was also an early adopter of digital marketing techniques like influencer marketing.
Nike’s Marketing Advantage
What separates Nike from its competitors? There are several factors that give Nike a competitive advantage in the marketplace. First, Nike has strong brand recognition worldwide. The company also has a long history of innovation that has helped it create groundbreaking products like Air Jordans and Flyknit technology. Additionally, Nike has a vast network of retailers selling its products around the globe. And lastly, Nike’s marketing campaigns are some of the best in the business—they’re creative, inspiring, and often controversial (in a good way).
2. Nike and Its Trademarks
What Is a Nike Trademark?
A Nike trademark is a trademark owned by Nike Inc., a world leader in footwear, apparel, and sports equipment. Nike trademarks represent the Nike brand. Companies like Nike use trademarks to identify their products and to keep their brands distinctive. With trademarks, a company like Nike can stop competitors from marketing competing products using similar names, logos, and slogans.
When did Nike start filing trademark applications?
Nike first began filing trademark applications in 1971. Since then, Nike has filed almost 200 trademark applications.
How many trademarks does Nike have?
Nike currently owns almost 200 registered trademarks.
What does Nike trademark?
Nike trademarks the names, logos, and phrases that it uses to identify its products and to distinguish them from the competition. These trademarks protect Nike’s brand and help consumers find authentic Nike products. Some of Nike’s famous trademarks include:
- The company name (NIKE)
- Shoe names (AIR JORDAN)
- Phrases (JUST DO IT)
- Logos (the SWOOSH symbol)
3. Famous Nike Trademarks
Nike owns some of the most famous and valuable trademarks in the world.
The “SWOOSH” Logo
Nike first began using its SWOOSH logo in June of 1971 and trademarked the world-famous logo in 1974. Since then, it has become synonymous with the Nike brand. Nike owns multiple trademark registrations for its SWOOSH logo and these registrations cover a variety of products, including: clothing, footwear, sports equipment, and even virtual goods and stores for the metaverse!
U.S. Trademark No. 977,190 for the SWOOSH Logo
Is the Nike Swoosh trademarked?
Yes, the Nike Swoosh logo is trademarked. Nike trademarked the iconic swoosh logo in 1972 and currently owns several trademark registrations for it.
When was the Nike Swoosh logo trademarked?
Nike filed its first trademark application for the SWOOSH logo in January of 1972. The application was granted by the U.S. Patent and Trademark Office on January 22, 1974, and it is now registered.
JUST DO IT
Nike first began using the phrase JUST DO IT in 1988 and trademarked this famous phrase in 1995. Since then, it has become synonymous with the Nike brand. Nike owns multiple trademark registrations for its JUST DO IT phrase and these registrations cover a variety of products, including: clothing, footwear, sports equipment, and even virtual goods and stores for the metaverse!
U.S. Trademark No. 1,875,307 for JUST DO IT
Is the phrase JUST DO IT trademarked?
Yes, the phrase JUST DO IT is trademarked. Nike trademarked this distinctive phrase in 1995 and currently owns several trademark registrations for it.
When was JUST DO IT trademarked?
Nike filed its first trademark application for the phrase JUST DO IT in October of 1989. The application was granted by the U.S. Patent and Trademark Office on January 24, 1995, and it is now registered.
AIR JORDAN
Nike first used its AIR JORDAN name for basketball shoes in 1984 and trademarked this famous brand in 1985. Since then, AIR JORDAN has become closely associated with Nike. Nike owns several trademark registrations for the AIR JORDAN name covering many products, including: clothing, footwear, sports equipment, and even virtual goods and stores for the metaverse!
U.S. Trademark No. 1,370,283 for AIR JORDAN
Is the name AIR JORDAN trademarked?
Yes, the name AIR JORDAN is trademarked. Nike trademarked this iconic product name in 1995 and currently owns several trademark registrations for it.
When was AIR JORDAN trademarked?
Nike filed its first trademark application for the name AIR JORDAN in May of 1985. The application was granted by the U.S. Patent and Trademark Office on November 12, 1985, and it is now registered.
The “JUMPMAN” Logo
One of Nike’s most famous trademarks is the “Jumpman” logo, a silhouette of former NBA player Michael Jordan. This logo is on every AIR JORDAN sneaker. Nike introduced its Jumpman logo in 1987 and trademarked it in 1989. The sneakers that bear Michael Jordan’s name and image have helped Nike become one of the leading sportswear brands in the world today.
U.S. Trademark No. 1,558,100
NIKELAND
In 2021 Nike began making preparations toward entering the metaverse. As part of those preparations, Nike filed a US trademark application for NIKELAND to protect the name for a variety of virtual products and services, including:
• Virtual goods, namely, computer programs featuring footwear, clothing, headwear, eyewear, bags, sports bags, backpacks, sports equipment, art, toys, and accessories
• Providing an interactive website and computer application software for virtual reality game services
• Entertainment services, namely, providing on-line, non-downloadable virtual footwear, clothing, headwear, eyewear, bags, sports bags, backpacks, sports equipment, art, toys, accessories, digital animated and non-animated designs and characters, avatars, digital overlays, and skins for use in virtual environments; virtual reality and interactive game services provided online from a global computer network and through various wireless networks and electronic devices; entertainment services, namely, providing online non-downloadable game software and online video games; entertainment services, namely, providing virtual environments in which users can interact for recreational, leisure, or entertainment purposes; entertainment services, namely, providing an online environment featuring streaming of entertainment content and live streaming of entertainment events; entertainment services in the nature of organizing, arranging, and hosting virtual performances and social entertainment events
4. Nike’s Trademarking Strategy
Nike is one of the most successful companies in the world because of its rich history as a brand and its masterful marketing campaigns.
Nike carefully cultivated and protected an expansive brand comprising a variety of trademarks. As the company moves its brands into the metaverse, it continues to strategically trademark its brand elements to prevent the competition from using them without permission. As a result, Nike has maintained control over its image, cementing its place as one of the top brands in the world.
For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business Owner to Brand Owner. He is also an authority trusted by national news media on major trademark stories.
Fun Facts: Michael is a member of the Bar of the U.S. Supreme Court and an actual rocket scientist (B.S. Astronomy and Astrophysics, Indiana University 1994).