Home Depot Files 'Built for Soccer' Trademarks Amid Steady Sales and Strategic Sourcing Shift
May/21/2025
On May 15, Home Depot filed two new U.S. trademark applications— BUILT FOR SOCCER and THE HOME DEPOT IS BUILT FOR SOCCER —marking a notable step in its evolving brand strategy that aligns the retailer with the growing popularity of professional soccer. These trademarks are aimed at supporting promotional affiliations and reinforcing Home Depot’s presence across retail and sponsorship channels. As the company navigates persistent tariff pressures, it has opted to maintain pricing stability, distinguishing itself from competitors like Walmart. In its most recent quarter, Home Depot reported $39.9 billion in revenue—up 9.4% year over year—despite a marginal 0.3% decline in comparable sales. Executives underscored their confidence in long-term consumer demand, particularly once macroeconomic headwinds ease and homeowners tap into substantial home equity reserves. To mitigate trade risks, the company is reshaping its supply chain so that no single foreign country will contribute more than 10% of total purchases within a year. As part of this multi-pronged strategy, Home Depot remains committed to capturing market share through brand consistency and cost discipline. Following visualization shows detailed information on the new U.S. trademarks filed by Home Depot.
