7-Eleven Sues Nike Over Sneaker Design It Says Mimics Its Brand

7-Eleven has filed a trademark infringement lawsuit against Nike, alleging that the sportswear giant unlawfully copied the convenience store chain's signature color scheme for a new sneaker.

According to Khadrice Rollins of OregonLive.com, the lawsuit centers on the Nike Air Max 95 Big Bubble Sport Green and Safety Orange, whose color combination and release timing allegedly resemble 7-Eleven's well-known branding.

The convenience store chain claims Nike is attempting to capitalize on its recognizable orange, green, and red stripe pattern, known as the Tri-Color Mark, which appears on its stores, signage, and merchandise.

"Indeed, there is already consumer confusion as to an affiliation between the (Nike Air Max 95 Big Bubble Sport Green and Safety Orange) and 7-Eleven," the lawsuit states.

According to the complaint, some online product listings have even referred to the sneaker as the "7-Eleven" shoe.

The retailer also pointed to previous licensed collaborations with footwear and apparel brands, including Crocs and DGK, arguing that consumers could reasonably assume the Nike shoe is another official partnership.

The lawsuit alleges that Nike acted "knowingly, willfully, intentionally, and maliciously" by proceeding with the product launch despite repeated objections from 7-Eleven.

The two companies had previously planned to collaborate on a limited-edition 7-Eleven x Nike SB Dunk Low for the 2020 Tokyo Olympics, but the project was canceled after the games were postponed because of the COVID-19 pandemic.

According to the lawsuit, efforts to resolve the dispute outside court failed after Nike decided to proceed with the sneaker's release.