American giant, clothing head-to-toe global sports stars, NIKE has filed a lawsuit challenging the hemp company's slogan, which sounded very familiar to it. NIKE in January this year decided to file a complaint against a Texas-based CBD company called Revive Farming Technologies, which applied to use the "Just Hemp It" trademark on December 16, 2019.

The slogan "Just do it" has been used by NIKE for more than 30 years, and became a trademark registered with the patent office 25 years ago. And he believes he is "widely recognized and famous" and the introduction of the "Just Hemp It" trademark could be misleading and would cause damage to Nike.

The world first heard and saw "Just Do It" in 1988, and the late Dan Wieden, the acclaimed creator of ads not only for Nike but also for brands such as Coca-Cola, Old Spice and Procter and Gamble, was behind this campaign. There is a story circulating in the advertising world that, in the case of just working for Nike, Dan Widen was inspired by the last words of a prisoner going to execution, who supposedly said to the prison guards, "You know, let's do it."

This is not the first time Nike has addressed a complaint in defense of its trademarks. In 1992, such measures were used against a company selling sports equipment that called itself "Just Did It". In 2020, she took action against a company for using the slogan "Just Believe It". And the latest party to the trademark infringement dispute was a certain small gift gadget company called JustSuccIt.

And since the hemp industry is growing at breakneck speed it too has earned its own lawsuits over the use of registered trademarks.