7-Eleven Sues Nike Over Air Max 95 Color Stripes
7-Eleven sued Nike in federal court over an Air Max 95 sneaker featuring orange, green, and red stripes that the convenience chain claims infringe on its trademark, with the shoe launching on 7-Eleven Day.
Convenience store chain 7-Eleven has sued Nike at federal court in Dallas, Texas, claiming that the new Air Max 95 sneaker features orange, green, and red color tones that closely resemble the company's brand identity and may infringe on its trademark.
The lawsuit was filed on July 2, with 7-Eleven noting that the shoes are scheduled to release on July 11—the same day as 7-Eleven Day, the company's annual celebration when free Slurpee drinks are distributed. The timing, 7-Eleven argues, increases the likelihood of consumer confusion.
In the complaint, 7-Eleven states that Nike's use of the three-color stripe design is "confusingly similar" to the company's trademark. The convenience chain alleges that consumers may believe the shoes are officially endorsed, sponsored, or jointly developed with 7-Eleven, when no such partnership exists.
7-Eleven strongly denies any collaboration with Nike on the shoe's design, production, or marketing. The company accuses Nike of deliberately designing the product to evoke the 7-Eleven brand in order to capitalize on the chain's reputation and consumer recognition for marketing gain. Several media reports suggesting the shoe was inspired by 7-Eleven only strengthen this perception, the company claims.
7-Eleven notes that it has consistently used the orange, green, and red color combination on storefront signage, advertising materials, merchandise, and other products for decades. The company holds multiple registered trademarks covering this color stripe design. The use of similar design elements, 7-Eleven argues, damages the company's image and intellectual property rights.
Before filing suit, 7-Eleven says it attempted to contact and negotiate with Nike multiple times to resolve the dispute but was unsuccessful. Nike confirmed it would proceed with advertising and launching the shoe on July 11 as originally planned, leaving 7-Eleven no choice but to pursue legal action.
In a statement, 7-Eleven emphasized the need to "act quickly and decisively" due to the unauthorized use of its brand identity, compounded by the shoe's launch on 7-Eleven Day, a significant date for the company that amplifies the risk of consumer confusion.
7-Eleven is seeking a court order prohibiting Nike from selling the shoe, recalling units already distributed to market, monetary damages, and the transfer of all profits from the shoe's sales. Nike has not yet publicly responded to the lawsuit.
