7-Eleven Sues Nike Over Air Max 95 Branding Ahead of July 11 Launch
7-Eleven has sued Nike, alleging its upcoming Air Max 95 sneaker copies the retailer's signature orange, green and red branding ahead of the July 11 release.
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Convenience store chain 7-Eleven has sued Nike for trademark infringement, alleging the sportswear giant’s new Air Max 95 shoe illegally copies the retailer’s iconic orange, green and red branding.
According to Reuters, the lawsuit was filed in the US District Court for the Northern District of Texas prior to the shoe’s planned launch on July 11, aka 7-Eleven Day.
In the suit, 7-Eleven claims that Nike’s new Air Max 95 uses a “confusingly similar imitation” of its unique tri-colour stripe design, creating the impression that the sneaker is an official collaboration or has the retailer’s endorsement.
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Branding Dispute:
The company said it has used the orange, green and red colour combination for decades on store signage, advertising, merchandise and promotional material and owns multiple trademarks covering the branding.
The lawsuit says Nike intentionally adopted a similar colour scheme that was likely to confuse consumers.
The retailer also argues that Nike’s choice of a July 11 release date for the sneaker reinforces the perceived link between the product and 7-Eleven’s annual promotional event that includes its popular Free Slurpee Day festivities.
Legal Action:
Nike was trying to capitalise on its brand recognition and goodwill, according to the filing by 7-Eleven. It cited media reports and online forums where the sneaker has already been dubbed the “7-Eleven Air Max 95,” claiming that evidence of consumer confusion has already come to light.
The retailer wants a court order to stop Nike from selling or promoting the sneaker. It has also required that any distributed pairs be recalled along with damages and profits from sales of the product.
According to court documents cited by Reuters, 7-Eleven said it had attempted to resolve the matter before initiating legal proceedings but alleged that Nike intended to proceed with the planned launch.
Nike had not publicly responded to the lawsuit at the time of reporting.
