Nike Revives Iconic Branding as It Broadens Its Apparel Portfolio
Dec/16/2025
Nike has moved to reinforce its brand architecture, filing new U.S. trademarks for 'BO KNOWS' and 'PB' that span an expansive range of footwear, apparel, and headwear, from athletic shoes and jerseys to swimwear and baselayers. The filings underscore the company’s continued reliance on cultural resonance and athlete-led storytelling as it navigates a period of softer financial momentum: in the year ended May 2025, Nike posted global revenue of about $46.3 billion, down from the prior year after a strong post-pandemic rebound. Still, the Oregon-based group remains the world’s dominant sportswear supplier, employing more than 78,000 people and anchoring its influence through marquee sponsorships with stars such as LeBron James, Cristiano Ronaldo, and Naomi Osaka. Its reach extends well beyond the U.S., with brand recognition exceeding 90 percent among sportswear shoppers in major European markets, reinforcing Nike’s ability to pair legacy slogans with global scale.
