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Nike is the leading brand in apparel worldwide, according to projections of Brand Finance.
Max Verstappen has become one of the most influential personalities in the racing market.
One item that has helped Nike to consolidate itself in the market has been the innovation that it has achieved in the market of sports apparel.
Nike prevented the registration of the trademark Max 1 to max verstappen and with this, he succeeds in an interesting brand patent movement, where he shows how important it is for firms of his size in apparel, the names and graphic resources that have given them identity in the market.
When the study “Statista-Survey Sports Brands in the US” it was discovered that the majority of consumers surveyed, at least 70 percent of them, said they bought sports products to feel comfortable and 35 percent said they did so to have appropriate clothing to improve their performance, while 32 percent percent did it to motivate themselves to play sports.
Max 1 without registration
Max Verstappen did not win the race Nike to register its brand Max 1, after the sports giant apparel activated the handbrake on the pilot, to prevent him from putting products with that name on the market.
This happened since an attempt was made to register the brand two years ago in the region of Belgium, Luxembourg and the Netherlands, so it will have to replace the name since in February 2022, that is, just over a year ago, Nike dissatisfied with the trademark registration.
In the lawsuit that Nike began, the brand claimed that Verstappen would compete in the same category in which Nike sells his Air Max.
As the case of Nike and max verstappenwe have witnessed other very interesting lawsuits, which show how important intellectual property is and how the apparel giants fight against firms that they consider have similarities with their names.
This happened in 2022, when we learned the story of Amber Kotrri, a designer and owner of a clothing store in Darlington, England, who won a legal battle against Zara, who sued her to stop using her brand name. House of Zana.
“There is no price that can be put on the mental and emotional trauma and depression I went through during this process. I never obtained any compensation for the legal cost or the merchandise that I had to discard,” the designer explained on that occasion, when she won the trial in which Inditex argued that it had initiated the lawsuit as part of its brand and trademark protection protocols. in which they consider that there is a risk for clients or interested parties, that they confuse said names.
These cases show how important names are in apparel and how the giants of this industry have acquired important legal teams, with which they have managed to impose lawsuits against brands that have had to go from knowing how to sew garments to handling legal terms, since the future of their brands and the positioning depend on it. that they achieve before a consumer increasingly attracted to brands that manage to create experiences around their names, stores in which they have a presence and activities with which they manage to stand out in the market, therefore it becomes essential to have resources that manage to demonstrate the value of brand communication in the market through good experiences.
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