Nike reportedly plans to sell digital sneakers, clothing


NOVATO, CALIFORNIA – SEPTEMBER 27: Nike shoes are displayed at a shoe store on September 27, 2021 in Novato, California. Nike has had to downgrade its fiscal 2022 revenue outlook as the shoe company faces supply chain shortages that will impact inventories ahead of the holiday shopping season. (Photo by Justin Sullivan/Getty Images)

(The Hill) — Nike is planning to move toward the sale of digital sneakers and clothing, The Wall Street Journal reported.

The Oregon-based sportswear company filed a trademark application last week indicating its intention to sell digital versions of its sneakers, clothing, and other goods on various videos games and other online platforms. 

Gerben Intellectual Property trademark attorney Josh Gerben said that filing for a trademark application is a way for Nike to protect its brand in the virtual world and prevent counterfeit items from appearing in games, according to the Journal. 

“Virtual worlds are a new frontier,” Gerben told the Journal. “It will probably become a revenue stream for Nike.”

According to the fillings, Nike also wants to protect its “Just Do It” slogan and other logos from being misused as well. 

This comes as consumers have been paying for digital artwork and designs and as some digital sneakers have sold for thousands of dollars, the Journal reported. 

The Journal noted that the trademark filings do indicate Nike’s intent to sell virtual goods, as the company could still decide against following through with the application process. 

The Hill has reached out to Nike for comment.

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