The sportswear giant, Nike files a lawsuit against the registration of “Just Dao it”because it is very similar to his famous catchphrase Just Do It.
The conflict is over the word Dao, since it is the only word that makes a small difference to the famous “Just Do It”, which is the one that the company Tacvue tries to register as a trademark.
It all started in 2021, when Chicago-based Tacvue applied on October 27 to use Just Dao It as a brand of computer services, the creation of an online community for registered users. With what purpose? They look for registered people to participate in debates, communicate with each other, form virtual communities and even play online games.
The sports company, Nike, presented its reasons to the Board of Appeals and Trademark Trials of the US Patent and Trademark Office (USPTO, for its acronym in English). In it, the company’s legal thesis against Tacvue is that this new brand may confuse the consumer.
“The pending trademark application has been examined by the Office and was published for opposition, at which time one or more oppositions were filed but have not yet been resolved,” the document says.
The value of the slogan for Nike
According to the “Apparel 50 2022” study, it reveals that Nike reaches a brand value of 33 thousand 176 million dollars. Also, the slogan has been used by Nike since 1989 and they know that part of their success in the market is thanks to it. Given the value that “Just Do It” has for the company, the legal battle is aimed at preventing them from taking advantage of everything they have built for decades.
It must be remembered that Nike not only owns the rights to the slogan in traditional advertising, but is also registered in the virtual world.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.