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Nike Files Trademarks For “Swoosh Logo,” “DotSWOOSH,” “.SWOOSH”

Milestone Date: November 14, 2022

Customer Engagement

Nike filed some new trademark applications on the same day as it launched its new Web3 platform, dotSWOOSH. Within hours of publicly announcing dotSWOOSH (pronounced “dot swoosh, styled as .SWOOSH”), the sports giant filed three trademarks for logos related to the platform with the United States Patent and Trademark Office (USPTO).

In this Story

The new dotSWOOSH brand, which falls under Nike’s Web3 studio, Nike Virtual Studios (NVS), is the result of NVS’s mission to leverage blockchain technology as part of its efforts to shape the sports apparel giant’s digital-first community.

The trademark filing indicates that the brand has big goals for its newly established Web3 platform to create and sell goods. Even more noteworthy is the timing of the launch, which comes at a time when many organizations are dialing back their blockchain ambitions.

 Image courtesy of USPTO

The three trademarks covered digital goods, including collectibles, sneakers, clothing, footwear, and more. The filing also mentions marketplaces for these digital goods to be purchased and traded using cryptocurrencies. The filing also included the opportunity for Nike to custom manufacture any physical dotSWOOSH goods and real-world assets (RWAs).

By Sophie Waldman

Published:March 27, 2024




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