Branding Without Trademark Due Diligence: What Nike's Latest Trademark Lawsuit Teaches Every Business About Protecting Brand Identity

7-Eleven Sues Nike Over Sneaker Design It Says Mimics Its Brand

7-Eleven has filed a trademark infringement lawsuit against Nike, alleging that the design and color scheme of a new Air Max 95 sneaker unlawfully resemble the convenience chain's signature branding.

Branding Without Trademark Due Diligence: What Nike's Latest Trademark Lawsuit Teaches Every Business About Protecting Brand Identity

Trademark due diligence is one of the most important legal steps in protecting a brand, yet it is often overlooked until a business faces a costly trademark dispute. Businesses can spend months developing names, logos, packaging, and marketing campaigns, only to discover after launch that another company already owns similar trademark rights. The result can be costly litigation, delayed market entry, product recalls, expensive rebranding, and re…