7-Eleven sues Nike over ‘7-11’ themed Air Max 95 sneaker design

7-Eleven has filed a lawsuit against Nike, alleging trademark infringement over the sportswear brand’s upcoming Air Max 95 “Big Bubble” sneaker, which the retailer claims uses colourways closely associated with its iconic branding.

According to the complaint, the shoe’s bright orange, green and red design mirrors the convenience store chain’s signature colour scheme, which 7-Eleven says it has used commercially since 1987 and protects under multiple federal trademark registrations. The retailer argues that Nike’s design amounts to “a deliberate and intentional attempt to associate its shoes with 7-Eleven.”

7-Eleven further claims that online retailers have already begun referring to the sneaker as the “7-Eleven” shoe. It also cites media coverage which, according to the filing, describes the brand’s colour identity as “immediately recognizable,” “unmistakable,” “distinctive,” and “iconic.”

The timing of the sneaker’s planned release has also been raised as a key issue. The shoe is expected to launch on 11 July, known as 7-Eleven Day or Free Slurpee Day, an annual promotional event for the retailer. 7-Eleven is seeking a jury trial and a permanent injunction to block the release of the sneaker, alleging that Nike has already begun pre-sales.

The company says it made repeated attempts to resolve the matter privately before initiating legal action, but claims Nike indicated it would proceed with both the marketing campaign and the scheduled release.

In total, 7-Eleven has brought seven claims, including trademark infringement and unfair competition. Alongside a request to halt sales, the retailer is also seeking the recall and destruction of existing stock, the handover of profits, treble damages, additional compensation for alleged wilful misconduct, and reimbursement of legal costs.