Sneaker giant Nike has filed multiple trademarks indicating the company will add a virtual line of products, such as sneakers, clothes, and accessories. Nike is also reportedly hiring virtual designers.
The company filed seven trademarks in all, including “Nike,” “Jordan,” “Air Jordan,” and “Just Do It.” Trademarks for The brand’s famous swoosh logo, the Jumpman logo, and the combination of its name and the swoosh were also filed.
Trademark attorney Josh Gerben told the Wall Street Journal that the move could be a way for Nike to keep knockoffs out of the digital world. It remains to be seen if Nike will move forward with offering up digital products for sale.
Nike is currently hiring for “virtual material designer” roles, which is another indication the company plans on making the jump into the metaverse. One job listing, in particular, is hiring someone specifically to work on footwear.
Nike wouldn’t be the first brand to begin offering digital products. Balenciaga and Gucci are already offering virtual collections.
NFTs and limited-edition digital collaborations have created interest in digital fashion. And with exclusivity comes a higher price tag. Some of the virtual offerings have become more expensive than their tangible counterparts.
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