If the auto-lacing Adapt BB was not a strong enough indicator, Nike is reportedly making another move to prove how invested it is into its innovative future. According to The Fashion Law, the sportswear giant is currently seeking to trademark the word "footware."
The word is a play on the words "footwear" and "software" that would be used to describe any future products that feature a technological element similar to the motorized lacing system installed in the aforementioned Adapt BB. The report claims that Nike filed an intent-to-use trademark application for registration with the U.S. Patent and Trademark Office for the word "footware." It would be used in relation to sneakers with, "computer hardware modules for receiving, processing, and transmitting data in Internet of things electronic devices; electronic devices and computer software that allow users to remotely interact with other smart devices for monitoring and controlling automated systems."
Nike is a company known for its branding and elaborate ad campaigns throughout its history, so nabbing a new trademark to usher in a brand new era of footwear could prove to be big. Essentially, if granted, the phrase could be used in the same way that its "Just Do It" slogan is to advertise any products that fall into the futuristic category.
Nike has not responded to Sole Collector's request for comment at this time.