Irving-based 7-Eleven has filed a federal lawsuit against Nike to block the upcoming release of new Air Max 95 sneakers, claiming the shoes improperly copy the convenience store chain’s signature orange, green and red colors.
The suit, filed in the Northern District of Texas, alleges that the footwear design creates confusion among customers, especially ahead of 7-Eleven Day on July 11, a date the company promotes heavily with special deals and events. Court records show 7-Eleven reached out to Nike to resolve the issue but says the company planned to proceed with advertising and the July 11 launch.
7-Eleven argues the striped design on the sneakers mimics its well-known “Tri-Color Mark,” which the chain has used for years in signage and branding. The company owns multiple trademarks related to the colors and says Nike is attempting to trade on its goodwill.
If successful, 7-Eleven is seeking to prevent Nike from selling, promoting or advertising the shoes and to require the company to turn over existing inventory. As of early July, the sneakers had not appeared on Nike’s launch website.
The dispute highlights growing tensions between major brands over intellectual property and distinctive trade dress. 7-Eleven, a subsidiary of Japanese company Seven & i Holdings, operates thousands of stores across North America and has long used the bright color scheme to stand out.
Nike has not yet publicly commented on the lawsuit. The case is in its early stages, and no trial date has been set.
Legal experts note that color schemes can receive trademark protection when they become strongly associated with a brand, as 7-Eleven claims with its iconic stripes. Similar disputes have played out in courts when companies allege consumer confusion from look-alike products.
The outcome could affect how athletic apparel companies design limited-edition releases and how retailers protect their visual identities.
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