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

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).