Nike Loses Total 90 Trademark - Sued for Alleged Copyright Infringement
- Trademark Loss: Nike has lost the trademark rights to its Total 90 (T90) brand due to failing to maintain the trademark registration.
- Lawsuit Filed: Total90 LLC has filed a lawsuit against Nike, alleging trademark infringement related to recent T90 releases.
- Future Implications: The legal battle could jeopardize Nike's future T90 retro releases and upcoming lifestyle collections, including a collaboration with Palace.
In a bizarre and potentially costly turn of events, Nike is facing a lawsuit regarding one of its most legendary football sub-brands: Total 90. Big thanks to @SneakerLegal.
It appears the Swoosh has lost the legal rights to the name they made famous, and the current trademark owner is now taking them to court.
Nike "Caught Sleeping" on T90 Rights
The Total 90 (T90) silo was developed by Nike in the early 2000s. For the better part of a decade, it was the face of Nike Football, worn by icons like Wayne Rooney, Roberto Carlos, and Fernando Torres. It represents perhaps the absolute peak of Nike's football dominance.
However, it seems Nike became complacent. According to legal reports, Nike failed to maintain the trademark registration for "Total 90." While the brand was dormant, a third party-listed as Total90 LLC (a limited liability company based in Louisiana)-stepped in and registered the trademark for themselves.
The Lawsuit
According to Sneaker & Streetwear Legal Services (@SneakerLegal), a lawsuit was filed last Friday against Nike by Total90 LLC.
The suit alleges trademark infringement, claiming that Nike's recent releases-specifically the limited-edition T90 Laser remakes and lifestyle drops-violate the trademark now owned by the Louisiana company.
What This Means for Future Releases
This legal battle comes at a terrible time for Nike. As we recently reported, Nike has major plans to revive the T90 aesthetic for the 2026 World Cup cycle, including a massive collaboration with Palace that heavily features "P90" branding and T90 imagery.
Nike x Palace 2025 "P90" Collection
If Nike cannot regain control of the trademark or reach a settlement, it could jeopardize future retro releases and the upcoming lifestyle collections that rely on the nostalgia of the Total 90 era.
It is a situation that seems almost impossible for a corporation of Nike's size-losing the rights to a brand they spent millions building over 20 years ago—but it is now a legal reality they must face.
What do you think of this situation? How could Nike let the Total 90 trademark slip away? Let us know in the comments below.
Vintage Football Shirts
from Cult Kits
1990/92 Corinthians #10 L/S Home Shirt (M) Finta
2014/15 Netherlands V.Persie #9 Home Shirt (XL) Nike
2012/13 Chelsea Torres #9 Away Shirt (L) Adidas
2019/20 Real Madrid Home Shirt (L) Adidas
1989 Liverpool -91 Reusable Face Mask
2002/03 Porto Home Shirt (XL) Nike
2011/13 Toronto *BNWT* Player Issue Home Shirt (M) Adidas
2004/06 Turkey Suker #9 Home Shirt (M) Nike
2021/22 Sevilla *BNWT* Home Shirt (M) Nike
