7-Eleven sues Nike over Air Max sneaker featuring Slurpee maker's colors

Convenience store giant 7-Eleven has filed a lawsuit against Nike, accusing the sportswear behemoth of copying its iconic orange, green, and red stripe design for a new sneaker. The lawsuit, lodged in federal court in Texas, claims Nike's upcoming Air Max 95 shoe, slated for release on July 11, infringes on 7-Eleven's signature branding.

7-Eleven argues that the tri-color stripe design on the Air Max 95 is a "confusingly similar imitation" of its own well-established branding, which consumers associate with the convenience store chain. The timing of Nike's planned release on July 11, widely recognized as 7-Eleven Day and associated with the company's "Free Slurpee Day" promotion, further fuels the dispute.

“

Based on the unauthorised 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.

In its legal filing, 7-Eleven asserts that Nike has demonstrated a "callous and malicious disregard for 7-Eleven’s rights." The company stated it attempted to resolve the issue before litigation, but Nike indicated its intention to proceed with advertising and launching the shoe as planned. 7-Eleven highlighted its decades-long use of the orange, green, and red color combination across various products and signage, supported by numerous trademark registrations.

The lawsuit alleges that Nike intentionally designed the shoe to evoke the 7-Eleven brand and capitalize on its recognition, potentially misleading consumers into believing the shoe is sponsored or endorsed by the retailer. 7-Eleven is seeking a court injunction to halt the sale of the sneakers, along with monetary damages and profits derived from the footwear's sales.

“

Nike has shown a callous and malicious disregard for 7-Eleven’s rights.