Iving-based convenience store giant 7-Eleven has filed a federal trademark lawsuit against Nike, seeking to block the release of a new Air Max 95 sneaker that the company alleges improperly copies its signature orange, green, and red branding.
The lawsuit, filed on July 1 in the U.S. District Court for the Northern District of Texas, claims Nike’s planned July 11 launch infringes on 7-Eleven’s long-established “Tri-Color Mark” and could confuse consumers into believing the footwear is affiliated with or endorsed by the retailer.
The release date also coincides with 7-Eleven Day, the company’s annual promotional event that includes Free Slurpee Day and other special offers.
7-Eleven Alleges Deliberate Use of Signature Colors
According to the complaint, the Air Max 95 features a striped design with orange, green, and red colors that closely resemble 7-Eleven’s branding, which the company says it has used for decades on store signage, advertising, merchandise, and other products.
“Nike’s infringement is a deliberate and willful effort to associate its footwear with 7-Eleven by copying or imitating the Tri-Color Mark,” the lawsuit states, according to WFAA.
The retailer argues that Nike’s actions are likely to cause consumers to mistakenly believe the shoes were sponsored, endorsed, or approved by 7-Eleven, despite no partnership existing between the companies.
In a statement, 7-Eleven said it acted to protect its brand ahead of the scheduled launch.
“Based on the unauthorized use of our brand along with the impending launch in a matter of days on our birthday, 7-Eleven Day (7/11), we had to act quickly and decisively to protect our brand,” the company said, CNA Lifestyle reported.
Company Says it Tried To Resolve Dispute
Court filings state that 7-Eleven repeatedly contacted Nike in an effort to resolve the dispute before filing suit. However, the retailer alleges Nike indicated it intended to move forward with advertising and the planned July 11 release.
As of early July, the sneakers had not appeared on Nike’s official launch website.
Nike had not publicly commented on the lawsuit as of the latest court filings.
Retailer Seeks Injunction and Damages
If successful, 7-Eleven is asking the court to prevent Nike from manufacturing, marketing, advertising, or selling the Air Max 95 sneakers. The company is also seeking a recall of any shoes already distributed, monetary damages, and any profits Nike earns from sales of the footwear.
The lawsuit also points to media reports that described the sneaker as being inspired by 7-Eleven, arguing those reports reinforce the likelihood of consumer confusion.
Trademark Dispute Could Have Broader Implications
Legal experts have noted that color schemes and distinctive visual designs can qualify for trademark protection when they become closely associated with a particular brand.
The case highlights ongoing disputes between major companies over trade dress and intellectual property rights and could influence how athletic footwear companies approach future limited-edition releases while underscoring the importance retailers place on protecting recognizable brand identities.
7-Eleven, a subsidiary of Japan’s Seven & i Holdings, operates thousands of convenience stores across North America. The case remains in its early stages, and no trial date has been scheduled.
Provided by Dallas Express
