Nike Aims to Smack Down WWE in Trademark Battle

When you think of Nike as a brand, two things come to mind: the swoosh and “Just Do It.” That slogan has been synonymous with Nike since 1988 and is still in use with almost every Nike commercial transaction. When the valuable trademark is at risk of infringement or dilution, Nike fights.

Its most recent action is against World Wrestling Entertainment Inc. (WWE) for the company’s use of “Just Bring It.” The WWE used the mark as a subtitle for a “SmackDown” video game 15 years ago, but it is the WWE’s filing for federal trademark protection in October 2014 that has caught the ire of Nike.