Nike Defends Its Trademark Stronghold While Navigating Strategic Delays and Market Pressures
Jun/23/2025
Nike has mounted legal opposition against the trademark application for 'NIUSHOX', arguing its confusing similarity to the company’s well-established 'NIKE SHOX' mark in the overlapping category of footwear and related products, including socks and sport stockings. This trademark defense unfolds against the backdrop of broader corporate maneuvering, as the sportswear giant grapples with delays in the much-anticipated NikeSkims launch, its high-profile partnership with Kim Kardashian’s Skims brand. Initially slated for a spring debut, the collection—aimed at fusing style and performance for the women’s market—has been postponed until later this year due to production hurdles. Meanwhile, new CEO Elliott Hill is steering Nike through a delicate turnaround, balancing efforts to rekindle wholesale partnerships, rightsize bloated franchises like Jordan and Dunk, and absorb the impact of recent price hikes and tariff risks. Analysts remain cautious: revenue fell 9% last quarter, and while core lines like Air Force 1 have shown promotional resilience, demand challenges persist elsewhere.
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