TODAY’S TRADEMARK – NIKE

Nike holds several trademarks, including their famous swoosh symbol and the phrase “just do it.” Essentially, Nike has a trademark on its name, slogan, and symbol. If the company had failed to trademark any of these items, they could be used in another company’s marketing. When referring to the actual Nike company, you would write NIKE, Inc. Use Nike, without the capitalization, when making reference to the brand.

Nike does not permit other parties to use or modify its trademarks, images, logos, advertising, or other such materials. It is your responsibility to find out if your use is legally permissible. For instance, using Nike logos in textbooks may be regarded as fair use in some situations. Nike does not respond to requests for permission or interviews.

By 1980, Nike dominated the athletic footwear market in the United States. As the company continued to expand, multiple advertising agencies introduced taglines as marketing strategies. The most successful of these was “Just Do It”, which was first used in a 1988 ad campaign and is still a notable catchphrase associated with the brand today. This emblematic trio–the name Nike, the swoosh, and “Just Do It”–makes up the powerhouse branding that is not just instantly recognizable, but continues to embody the modern athlete that Nike exemplifies today.

The NIKE trademark, bearing registration number Australian Registration Number 1441334 on 2^nd June, 1987.