Nike wins first round of trademark battle over Total 90 brand name

January 1 – Born in the year 2000, Nike’s Total 90 line was everywhere, becoming one of the most recognizable brands in football, worn by some of the world’s most famous players during an era when Nike dominated the cultural side of the game.

Inexplicably, in 2019, Nike allowed its ‘Total 90’ trademark registration to lapse. There was no fanfare, the brand simply went quiet. Three years later, Hugh Bartlett, a New Orleans-based engineer and youth soccer coach,

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