In the global athletic footwear market, Nike has consistently maintained a dominant position as an innovation leader. Recently, through research, Lao liu discovered that Nike submitted a “FLYPLATE” trademark application in China on February 13, 2025, with the application number 83433803. The trademark has undergone preliminary examination and was published in the Trademark Preliminary Approval Announcement on May 20, 2025. Laoliu believes that this move reflects Nike’s deep strategic commitment to the Chinese market and its long-term vision for protecting innovative technologies.
FLYPLATE Technology: The Core Driver of Nike’s Running Shoe Innovation
As a signature feature of Nike’s premium running shoes, FLYPLATE technology plays a pivotal role in enhancing performance. Taking the Nike ZoomX Vaporfly NEXT series as an example, the Flyplate carbon fiber plate is sandwiched between ZoomX foam layers, a design that provides exceptional rigidity and responsiveness. After years of R&D and countless iterations of testing, FLYPLATE technology has become one of Nike’s key differentiators in the competitive running shoe market.
China: A Vital Pillar of Nike’s Global Strategy
China has emerged as one of the world’s largest sports consumer markets, with its scale continuing to expand and projected to reach even higher levels by 2025. Nike Greater China holds a critical position in the company’s global business, delivering strong performance with consecutive quarters of growth. In fiscal year 2024, Nike Greater China generated $7.5 billion in revenue, marking an 8% growth on a constant currency basis. By leveraging product innovation, localized consumer insights, and diversified market strategies, Nike has achieved remarkable success in China. For the brand, China is not only a major growth engine but also a crucial testing ground for innovation and development.
Trademark Application: Interwoven Strategic Objectives
Brand and Technology Protection
As FLYPLATE technology gains increasing recognition among Chinese consumers, it has become synonymous with Nike’s high-performance running shoes. Without timely trademark registration, the potential misuse of similar names by competitors could lead to consumer confusion, damage Nike’s brand reputation, and erode its leadership in technological innovation. By securing the “FLYPLATE” trademark in China, Nike can legally ensure exclusive ownership of the name for its innovation, preventing rivals from using identical or similar identifiers on comparable products or technologies. This safeguards both the brand’s uniqueness and the proprietary nature of its advancements.
Strengthening Brand Identity and Consumer Perception
A trademark serves as a cornerstone of brand identity. Registering “FLYPLATE” in China allows Nike to reinforce its image as an innovator in consumers’ minds. Through targeted marketing and promotion of products linked to the trademark, Nike can deepen consumer awareness of its technological prowess and bolster brand loyalty. This strategy is particularly effective among younger Chinese consumers, who prioritize cutting-edge innovation and personalized products, further cementing Nike’s dominance in China’s athletic footwear sector.
Conclusion
Nike’s application for the Class 25 “FLYPLATE” trademark in China underscores its strategic focus on protecting intellectual property, deepening market penetration, and advancing long-term brand growth. This initiative not only safeguards Nike’s innovations amid fierce competition but also sets a positive precedent for technological advancement and IP protection within China’s athletic footwear industry. With the advancement of the trademark application process and the implementation of related products and marketing strategies, we have reason to expect Nike to bring more innovative products and exciting performances to the Chinese market, providing Chinese consumers with a better sports experience.