Nike Targeting Sneaker Customizers With Trademark and Copyright Infringement Suits

One of the aspects of sneaker culture is the fusion between shoe and art, and a significant portion of that comes from customization. But one brand wants to crack down on how its sneakers are being changed. 

Nike recently filed a lawsuit against California-based company Drip Creationz, one of the largest customization companies in the world. The suit accuses the company of violating trademark and copyright laws. 

Customization happens when a shoe is altered in some fashion. Sneakers can minimally be altered, such as a simple recoloring request, up to deconstructing the shoe and/or adding new material. Prices can range from about $100 for simple changes and range all the way up to $10,00 plus for more elaborate requests.  

“Our goal is to help ensure consumers are able to buy our products that are both authentic and authorized by us and there is no confusion for consumers,” Nike told CBS MoneyWatch in an email. “None of the items sold by Drip Creationz are authorized Nike Inc. products.”

The lawsuit comes on the heels of Nike’s restraining order against MSCHF and Lil Nas X to block the sale of their “Satan Shoes.” The controversial sneakers gained notoriety for having a drop of human blood in the sole of the Nike Air Max 97s.

The sneaker giant has also filed a lawsuit against a former employee, Jeffrey Waskowiak, who now customizes sneakers. That suit is also alleging trademark infringement.

It’s unclear at this point if Nike will continue to go after each and every customizer, including minor operations. One legal analyst told the outlet the company’s complaints make it seem like more lawsuits will be forthcoming. 

Nike sneakers aren’t the only brand being customized, but so far, it is the only brand going hard to take down customizers. But customizers warn, there are other brands out there. Nike could be shooting itself in the foot in the long run.

“Even if they do win this, we will find other brands to customize,” Rasheen Dixon, a customizer from Schenectady, New York, told the outlet. “There’s always going to be a way for us to do what we love and make it work for us.”