Facebook, one of the biggest social media networks in the world, has announced the launch of its new project called Metaverse. The idea behind it is very similar to the novel Ready Player One by the American author Ernest Cline.
Metaverse is supposed to be a virtual place that replicates entirely the real world. Everyone will have an avatar and will be able to communicate, work and buy products or services within it.
For the time being, we are far away from the finalized product, which could be potentially controversial, but nevertheless, some companies start to prepare their business model for this new development.
Recently, Nike has filed several US trademarks such as Air Jordan, Nike, Just do It, and more, which target virtual clothes, shoes, etc.
One of the assumptions is that every user of the Metaverse will be able to buy virtual products for its avatar, including clothes, cars, houses, and so on, in order to show social status, for instance. Such products can be unique, especially in the light of blockchain technology. What’s more, it is logical that these virtual products can be branded as their real equivalents.
So from that perspective, some innovative companies as Nike have started to prepare their business strategy for the new virtual future, including their IP portfolios.
It is interesting how Nike specified the goods in class 9 – Downloadable virtual goods, namely, computer programs featuring footwear, clothing, headwear, eyewear, bags, sports bags, backpacks, sports equipment, art, toys and accessories for use online and in online virtual worlds.
There are no virtual clothes or shoes etc in the Nice Classification that is responsible for the list of goods and services necessary for the trademark application process. Probably this is the reason why Nike identified these products as computer programs, a term that is part of the Nice classification.
It is a fascinating idea whether the Nice Classification will undergo changes in the future in order to cover all sorts of new types of products and services that will emerge if Metaverse becomes a reality.