New Balance 'Virtual Goods' Trademarks Hint of Upcoming Metaverse and NFT Venture

Following Adidas and Nike getting into the metaverse, the sneaker manufacturer New Balance seems to be prepping to launch virtual items tied to its products. The firm filed three trademark applications with the United States Patent and Trademark Office (USPTO) that describe “downloadable virtual goods” featuring “footwear, clothing, sports bags, sports equipment, and accessories for use in online worlds.”

Sneaker Manufacturer Files for New Balance-Branded Virtual Shoes, Clothing, and Sports Equipment Trademarks

The American sports footwear and apparel brand established in 1906, New Balance, is showing an interest in virtual goods, according to its recent trademark filings. The Boston-based company follows Nike and Adidas entering the industry of metaverse items, non-fungible tokens (NFTs), and blockchain technology. Trademark attorney Josh Gerben of Gerben Intellectual Property discovered the filings which were registered on January 13, 2022.

“New Balance is coming to the metaverse,” Gerben tweeted. “The company just filed 3 trademark applications (on January 13th) claiming an intent to sell NEW BALANCE-branded virtual shoes, clothing and sports equipment.”

The trademarks describe a myriad of “downloadable virtual goods” that can be leveraged in virtual worlds. They also explain how retail store services can feature “virtual merchandise” that showcases the sneaker and sports apparel manufacturer’s product line. Additionally, the New Balance trademarks describe “entertainment services” that provide online accessories to virtual participants.

Nike and Adidas are a few steps ahead when it comes to the metaverse game. Adidas has recently partnered with The Sandbox, Coinbase, and the creators of the Bored Ape Yacht Club (BAYC). Nike recently partnered with Roblox, filed metaverse-related patents, and it acquired the NFT startup RTFTK Studios in order to “deliver next-generation collectibles.”

Furthermore, the trademark attorney Gerben recently discovered that the sneaker and sports apparel manufacturer Puma has also filed trademarks that are similar to New Balance’s recent filings with the USPTO.