Whatever your opinion on the 'Metaverse', it would appear that brands are lining up to get involved. It feels almost inevitable that the Metaverse will continue, evolve and develop, so it is unsurprising that brands want to be a part of it.
Nike recently filed a new US trade mark covering "downloadable virtual goods", "retail store services for virtual goods" and "entertainment services...for use in virtual environments". It will no doubt seek to use this application as a base to file corresponding foreign applications elsewhere.
Even if Nike do not intend to operate within the Metaverse, it is clear that they are looking to the future and seeking to secure protection for the endless possibilities the virtual world provides. And they will not be the only brand to do so.
This is a reminder to ensure that your trade mark coverage is up to date and relevant for all current and future projects.
Nike isn't the first brand to jump on the Zuckerberg train. Following the Meta announcement, the official Twitter account tweeted "@Balenciaga what's the dress code in the metaverse?" hinting at a potential collaboration or partnership in the digital sphere.