Nike Shoes will be Protected by the Blockchain

Nike has been recently awarded a blockchain patent by the USPTO to create digital versions of its shoes. Nike said that its customers will now be able to register the purchase of their shoes with a unique identification number.

An equivalent digital version of the shoe will be created through a cryptocurrency wallet connected with the user’s unique ID. The Blockchain will help users verify the authenticity of the shoes that the customers are purchasing.

The digital version of the shoes will contain a cryptographic token based on the Ethereum platform. In addition, it will also have information about the physical features of the product, including color, the material used, manufacturing details, and their “eco-sustainability” factor.

The registration of the product on blockchain would allow users to “securely sell or trade” the tangible form of the shoes.

It is noted that the “rights” to sneakers can be stored in a digital wallet along with the cryptocurrency. Also, with the help of digital media, Nike will be able to control sales volumes of CryptoKicks. The company has not yet announced the launch date.

NIKE'S ATTEMPT TO REGISTER THE WORD FOOTWARE

Late last month, Nike filed an intent-to-use trademark application for registration with the U.S. Patent and Trademark Office (“USPTO”) for the word “FOOTWARE” – for use in connection with sneaker-specific “computer hardware modules for receiving, processing, and transmitting data in Internet of things electronic devices; electronic devices and computer software that allow users to remotely interact with other smart devices for monitoring and controlling automated systems,” among other hardware and software products and services.  

It appears that Nike has tried to extend the registration to class 25 (i.e., the trademark class that covers shoes). Well that is a registration that not even Nike likely would not obtain, because the mark would be deemed descriptive of the products that refer to shoes, and thus, not registerable. 

It appears that Nike will start to brand any smart shoes as FOOTWARE as opposed to FOOTWEAR. Judging by just how famous and powerful its “Just Do It” and swoosh marks are, the new trademark just might catch on, and ultimately, serve to identify Nike’s smart shoes as a whole (and not just their tech components). As for the application, itself, it is currently pending review by the USPTO.

If the company can win over the USPTO on this one (and if the similar proceedings currently underway before the UKIPO are any indication, there’s a chance it will be able to), it might walk away with not just a major win but the beginning of a pretty striking trademark and branding scheme.