Nike's 'Total 90' Trademark Saga: A Race Against Time Before the World Cup Kick-off
The Unfolding Legal Confrontation Surrounding Nike's 'Total 90' Brand
Sporting goods giant Nike Inc. finds itself entangled in a legal struggle over the 'Total 90' trademark, a name central to its soccer product line and pivotal to its upcoming World Cup promotional campaigns. This predicament emerged after Nike permitted its registration for the trademark to expire in 2019. The company's stock value, identifiable by its ticker symbol NKE, is currently being scrutinized in light of these developments.
The Genesis of the Trademark Conflict and Its Key Players
The 'Total 90' trademark was re-registered in February 2022 by Hugh Bartlett, an engineer and soccer coach from New Orleans, following Nike's oversight in renewing its own registration. Bartlett subsequently approached Nike regarding a potential partnership. However, discussions soured, culminating in his company, Total90 LLC, initiating legal proceedings against Nike for trademark infringement in November. The core of the dispute revolves around the subtle difference between Nike's original 'TOTAL 90' and Bartlett's 'TOTAL90', distinguished only by a single space.
Initial Legal Maneuvers and Future Judicial Proceedings
Initially, Nike secured a favorable outcome when a federal judge in Louisiana dismissed Bartlett's plea for a temporary order to prevent Nike from distributing its 'Total 90' products. Despite this, the ongoing legal challenge raises questions about whether Nike had indeed abandoned the trademark. A crucial hearing for the preliminary injunction related to the trademark infringement lawsuit is slated for January 8, 2026. Neither Nike nor Total90 LLC have yet provided public comments on the matter.
Financial Performance and Market Sentiment Amidst Legal Troubles
This legal skirmish arrives at a critical juncture for Nike. The company recently reported second-quarter revenues of $12.43 billion, with earnings per share at 53 cents. Despite exceeding earnings expectations, Nike's stock has faced downward pressure due to concerns over tariffs, a decline in demand within the Chinese market, and a slower-than-anticipated recovery. The 'Total 90' trademark dispute further exacerbates the uncertainty surrounding the sportswear leader.
Insider Confidence and Market Valuation
Conversely, Nike's stock has experienced a recent uplift following a notable acquisition by Apple CEO Tim Cook, who also holds a position on Nike's board of directors. Cook's purchase of 50,000 Nike shares, valued at approximately $2.95 million, increased his total holdings to around 105,480 shares, worth about $6 million. This move is largely interpreted as a strong vote of confidence in the company's long-term prospects. Currently, Nike boasts a market capitalization of $88.69 billion, with its share price fluctuating between $52.28 and $82.44 over the past year. Over the last twelve months, the stock has seen a 22.02% decrease. Benzinga's Edge Stock Rankings assign NIKE a Value score of 57.34.