The convenience retailer alleges Nike’s latest Air Max 95 colourway closely mirrors its signature green, orange and red branding, arguing the design could mislead consumers into believing the sneaker is an authorised collaboration
Convenience retail giant 7-Eleven has initiated legal proceedings against Nike, alleging that a recently launched Air Max 95 sneaker colourway closely resembles the retailer’s long-established brand identity. According to reports, the lawsuit claims the shoe’s combination of green, orange and red colours could create consumer confusion and infringe upon 7-Eleven’s trademark rights.
The dispute centres on Nike’s latest Air Max 95 release, which 7-Eleven argues mirrors the distinctive colour palette associated with its globally recognised branding. The retailer contends that the design may lead consumers to believe the footwear is connected to or endorsed by 7-Eleven, despite no official collaboration between the two brands.
According to reports, 7-Eleven has previously collaborated with Nike on limited-edition footwear, making the retailer particularly sensitive to products that could imply a commercial association. The company is seeking legal remedies to protect its intellectual property and prevent potential consumer confusion.
The case highlights the growing importance of brand identity within the experience economy, where visual assets such as colours, logos and design language play a central role in consumer recognition. As brands increasingly extend into collaborations, collectibles and lifestyle products, protecting distinctive brand elements has become a strategic priority.
Industry observers note that trademark disputes over colour combinations and trade dress have become more common as companies compete to safeguard the visual identities that contribute to brand equity and consumer trust.
For marketers and brand owners, the lawsuit serves as a reminder that successful branding extends beyond logos and names. Colours, packaging and design cues have become valuable intellectual property assets capable of shaping consumer perception and influencing purchasing decisions.
