Soccer Coach Beats Nike To 'Total 90' Trademark, Sparks Legal Fight Ahead Of World Cup

Nike Inc. (NYSE:NKE) is facing a trademark lawsuit that could complicate its marketing strategy ahead of the upcoming World Cup after allowing its Total 90 trademark registration to lapse in 2019.
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The sportswear giant has been drawn into a legal dispute over the iconic soccer line, which remains a key part of its World Cup plans, despite the trademark having since been acquired by a third party.
Trademark Dispute
The trademark was registered in February 2022 by Hugh Bartlett, a New Orleans-based engineer and soccer coach, after Nike failed to renew it. Bartlett later contacted Nike about a potential collaboration, but the situation escalated, leading his company, Total90 LLC, to file a trademark infringement lawsuit against Nike in November.