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Nike's World Cup Strategy Threatened by Trademark Lawsuit

12/26/2025

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Summary

Story summary

Nike faces a trademark lawsuit over the Total 90 mark that could affect its World Cup marketing strategy.
The dispute stems from Nike's failure to renew the Total 90 trademark in 2019, which was registered by Hugh Bartlett.
Bartlett's Total90 LLC filed a trademark infringement lawsuit against Nike in November.
A federal judge initially ruled in Nike's favor.
The preliminary injunction hearing is set for January 8, 2026.

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Story summary

Nike faces a trademark lawsuit over the Total 90 mark that could affect its World Cup marketing strategy.
The dispute stems from Nike's failure to renew the Total 90 trademark in 2019, which was registered by Hugh Bartlett.
Bartlett's Total90 LLC filed a trademark infringement lawsuit against Nike in November.
A federal judge initially ruled in Nike's favor.
The preliminary injunction hearing is set for January 8, 2026.