Real world brands are increasingly looking to NFTs and virtual
online presences as the next frontier to market their products.
Nike, Inc. offers a premier example. Nike has taken various
steps to protect its intellectual property in the new era of
crypto, NFT's and blockchain technology. The American
sportswear giant recently filed several new trademark applications
with the United States Patent and Trademark office 1 and
Canadian Intellectual Property Office, 2 as well many
other international jurisdictions including Mexico, Norway, the
United Kingdom, Australia and the European Union.
If granted, these trademarks would theoretically protect the use
of Nike's well-known logos including the Nike swoosh,
"Just Do It", "Air Jordan", and more, from use
by other parties in the category of downloadable virtual goods.
3 The global application strategy indicates that Nike
intends to sell digital apparel including digital footwear,
headwear, bags, sports equipment and
