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Nike Hints At Metaverse Entry As It Files For ‘Virtual Goods’ Trademarks In Products


New Delhi: Nike is seeking to trademark its brands for various virtual goods in the US, due to the increasing popularity of digital products, Bloomberg reported on Monday. 

Nike filed for ‘virtual goods’ trademarks for a number of products including shoes and apparel, indicating the company’s apparent plans to enter the metaverse.

In late October, the sportswear giant based in Beaverton, Oregon, filed seven requests with the US Patent and Trademark Office, to protect its marks in a number of categories, according to news reports. 

Nike said in its applications that it intends to use the patents for “downloadable virtual goods, retail store services featuring virtual goods and entertainment services”. 

The company filed the applications for several trademarks, including the words “Nike”, “Just Do It”, “Jordan” and “Air Jordan”, along with the Nike “swoosh” logo, the Jordan silhouette logo, and the stylised combinations of the company name and the swoosh. 

The intent-to-use applications suggest that Nike could be looking at a transition into the metaverse.

Headware, eyewear, bags, backpacks, non-downloadable virtual footwear, and sports equipment are the various digital items listed in the requests.

Nike’s Metaverse Plans

In an era of digital arts, Non-Fungible Tokens (NFTs), and video-game skins, which are decorations like outfits and accessories for virtual characters, virtual goods are gaining a lot of interest. 

Some digital assets are sold as NFTs, which are digital goods authenticated through blockchain technology. For instance, a Dolce & Gabbana NFT collection was sold at around $5.7 million at an auction in October.

The metaverse is a shared virtual space where the real and virtual worlds merge into one. However, Nike’s plans for the metaverse are not known yet. 

A report by The Fashion Law says Nike is planning to fill numerous “virtual material designer” roles. 

This comes after Nike designated a new role to former Director of Innovation Engineering Andrew Schwartz. Schwartz has been the director of metaverse engineering at Nike since September this year.


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