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Nike's World Cup Plans Hit Unexpected Snag After Soccer Coach Claims Abandoned Trademark

MarketDash Editorial Team
6 hours ago
A New Orleans soccer coach scooped up Nike's abandoned Total 90 trademark in 2022, and now the sportswear giant is facing a lawsuit that could complicate its marketing plans ahead of the World Cup.

Here's a situation that makes you wonder about corporate trademark management: Nike Inc. (NKE) is now fighting in court over a brand it apparently forgot to maintain. The sportswear giant let its Total 90 trademark registration expire in 2019, and someone else noticed.

How a Soccer Coach Beat Nike to the Punch

Enter Hugh Bartlett, a New Orleans-based engineer and soccer coach who saw an opportunity. In February 2022, he registered the abandoned trademark under his company, Total90 LLC. The twist? Bartlett initially reached out to Nike about collaborating on the brand. Instead of a partnership, things escalated into a full-blown legal battle when Total90 LLC filed a trademark infringement lawsuit against Nike in November.

The technical dispute hinges on whether "TOTAL 90" (Nike's old mark) and "TOTAL90" (Bartlett's registration) are meaningfully different. Spoiler alert: one has a space, the other doesn't. But in trademark law, these details matter.

Nike did catch an early win when a federal judge in the Eastern District of Louisiana rejected Bartlett's motion to temporarily block the company from selling Total 90 products. Still, the core question remains: did Nike actually abandon the trademark? That's what the preliminary injunction hearing on January 8, 2026, will help determine.

Neither Nike nor Total90 LLC responded to requests for comment.

Timing Couldn't Be Worse for Nike

This trademark fight arrives at an already complicated moment for Nike. The company is planning to feature the Total 90 line as part of its World Cup marketing strategy, making the legal uncertainty particularly inconvenient.

Last week, Nike reported second-quarter revenue of $12.43 billion with earnings of 53 cents per share, beating expectations. But one positive earnings report hasn't been enough to shake off broader concerns weighing on the stock. Investors are nervous about tariff pressures, softening demand in China, and a corporate turnaround that's moving slower than hoped.

The stock has dropped 22.02% over the past year, trading in a 52-week range between $52.28 and $82.44. With a market capitalization of $88.69 billion, Nike remains a massive player, but the momentum clearly isn't there.

A Vote of Confidence from the Boardroom

One bright spot: Apple CEO Tim Cook, who serves on Nike's board, recently bought 50,000 shares worth approximately $2.95 million. That brings his total holdings to around 105,480 shares valued at roughly $6 million. When a high-profile board member puts real money into a struggling stock, it tends to get noticed as a signal of confidence in the company's long-term prospects.

Whether that confidence is justified may depend partly on how Nike navigates this unexpected trademark mess and whether it can execute on its World Cup plans without legal complications.

Back to Stock Market News

Nike's World Cup Plans Hit Unexpected Snag After Soccer Coach Claims Abandoned Trademark

MarketDash Editorial Team
6 hours ago
A New Orleans soccer coach scooped up Nike's abandoned Total 90 trademark in 2022, and now the sportswear giant is facing a lawsuit that could complicate its marketing plans ahead of the World Cup.

Here's a situation that makes you wonder about corporate trademark management: Nike Inc. (NKE) is now fighting in court over a brand it apparently forgot to maintain. The sportswear giant let its Total 90 trademark registration expire in 2019, and someone else noticed.

How a Soccer Coach Beat Nike to the Punch

Enter Hugh Bartlett, a New Orleans-based engineer and soccer coach who saw an opportunity. In February 2022, he registered the abandoned trademark under his company, Total90 LLC. The twist? Bartlett initially reached out to Nike about collaborating on the brand. Instead of a partnership, things escalated into a full-blown legal battle when Total90 LLC filed a trademark infringement lawsuit against Nike in November.

The technical dispute hinges on whether "TOTAL 90" (Nike's old mark) and "TOTAL90" (Bartlett's registration) are meaningfully different. Spoiler alert: one has a space, the other doesn't. But in trademark law, these details matter.

Nike did catch an early win when a federal judge in the Eastern District of Louisiana rejected Bartlett's motion to temporarily block the company from selling Total 90 products. Still, the core question remains: did Nike actually abandon the trademark? That's what the preliminary injunction hearing on January 8, 2026, will help determine.

Neither Nike nor Total90 LLC responded to requests for comment.

Timing Couldn't Be Worse for Nike

This trademark fight arrives at an already complicated moment for Nike. The company is planning to feature the Total 90 line as part of its World Cup marketing strategy, making the legal uncertainty particularly inconvenient.

Last week, Nike reported second-quarter revenue of $12.43 billion with earnings of 53 cents per share, beating expectations. But one positive earnings report hasn't been enough to shake off broader concerns weighing on the stock. Investors are nervous about tariff pressures, softening demand in China, and a corporate turnaround that's moving slower than hoped.

The stock has dropped 22.02% over the past year, trading in a 52-week range between $52.28 and $82.44. With a market capitalization of $88.69 billion, Nike remains a massive player, but the momentum clearly isn't there.

A Vote of Confidence from the Boardroom

One bright spot: Apple CEO Tim Cook, who serves on Nike's board, recently bought 50,000 shares worth approximately $2.95 million. That brings his total holdings to around 105,480 shares valued at roughly $6 million. When a high-profile board member puts real money into a struggling stock, it tends to get noticed as a signal of confidence in the company's long-term prospects.

Whether that confidence is justified may depend partly on how Nike navigates this unexpected trademark mess and whether it can execute on its World Cup plans without legal complications.