Key Takeaway

Nike learned the hard way that owning a trademark in English doesn't protect your Chinese name in China. The Chinese transliteration "Nai Ke" (耐克) was registered by third parties across multiple classes, forcing Nike into costly legal battles. For international brands, the first-to-file system means your Chinese name needs independent protection.

The Name Every Chinese Consumer Knows

Ask anyone in China about athletic shoes and they'll say "耐克" (Nai Ke) — the Chinese transliteration of Nike. It's one of the most recognized brand names in the country. But what most people don't know is that Nike nearly lost control of this name.

While Nike registered "Nike" in English across multiple trademark classes, the Chinese transliteration "Nai Ke" (耐克) presented a separate challenge. The characters "耐" (meaning durable/enduring) and "克" meaning overcome/conquer) are phonetically close to "Nike" and carry positive connotations — making them highly desirable for squatters.

This problem isn't unique to Nike. New Balance lost 5 million yuan because they neglected their Chinese name. Starbucks fought for years to reclaim "Xingbake." The pattern repeats across industries.

How the Chinese Name Was Threatened

The Squatting Problem

In the early 2000s, as Nike's popularity soared in China, trademark squatters began registering "Nai Ke" (耐克) in product categories that Nike hadn't filed for. These included:

  • Class 18: Leather goods, bags, and wallets
  • Class 25: Clothing subcategories Nike hadn't covered
  • Class 28: Sports equipment and accessories
  • Class 35: Retail and advertising services

Each of these registrations created a potential conflict. If a squatter owned "Nai Ke" in Class 18, they could legally sell "耐克" branded handbags — confusing consumers and diluting Nike's brand.

Why Nike's English Registration Wasn't Enough

In China's trademark system, "Nike" and "耐克" are separate marks. Registering one does not automatically protect the other. This is a fundamental difference from many Western systems where phonetic equivalents may receive some protection.

Nike had to pursue each squatter registration individually — filing oppositions during the 3-month publication period or invalidation actions after registration. This process was expensive, time-consuming, and never guaranteed to succeed.

The Registration Strategy

Multi-Class Defense

Nike eventually adopted a comprehensive multi-class filing strategy, registering "Nai Ke" (耐克) across all 45 trademark classes. This defensive registration approach ensures that:

  • No squatter can register the name in any class
  • Nike maintains exclusive rights regardless of product category
  • Future expansion into new product lines is protected

This approach costs more upfront but eliminates the ongoing expense of fighting individual squatters. See our cost breakdown for pricing details.

Chinese Character Variations

Smart brands don't just register one Chinese name — they register variations including:

  • The official transliteration (耐克)
  • Common informal names consumers might use
  • Similar-sounding alternatives that squatters might target
  • Traditional Chinese character versions for Hong Kong and Taiwan markets

This "defensive moat" strategy significantly reduces the risk of squatting in adjacent categories.

Lessons from Nike's Experience

1. Your Chinese Name Is Your Brand in China

Chinese consumers will give your brand a Chinese name whether you choose one or not. If you don't register it, someone else will. Nike's "Nai Ke" became the default name through market usage — but it took years to secure full legal protection.

2. Register Across All Classes, Not Just Your Core Business

Nike sells shoes and apparel, but "Nai Ke" was being registered in bags, watches, eyewear, and dozens of other categories. Your brand protection strategy must cover all relevant classes, not just your current product lines.

3. Speed Beats Perfection

Nike's initial approach was to register in its core classes (25 and 28) and expand later. By the time they expanded, squatters had already claimed other classes. The better approach: register across all relevant classes immediately, then refine your strategy over time.

4. Monitor New Filings Continuously

Even after comprehensive registration, squatters file new applications. Nike monitors the CNIPA database constantly and files oppositions within the 3-month publication window. Without monitoring, conflicting registrations can slip through unnoticed.

5. The Chinese Naming Decision Should Come Early

Nike was lucky that "Nai Ke" emerged naturally and had positive connotations. Many brands aren't so fortunate — their Chinese names are chosen by consumers, squatters, or the market, and may not reflect the brand's desired positioning. Take control of your Chinese name from day one.

How RTMCN Can Help

At RTMCN, we help international brands avoid Nike's early mistakes. Our comprehensive services include:

  • Chinese name development: We help you choose and secure the perfect Chinese brand name
  • Multi-class registration: We file across all relevant classes from the start
  • Defensive filing: We register variations and common misspellings to build a protective moat
  • Ongoing monitoring: We watch the CNIPA database for conflicting new filings
  • Opposition and enforcement: We act within the 3-month window to stop squatters before they register

Next Steps

Nike eventually secured full protection for "Nai Ke" — but only after years of legal battles and significant expense. You can avoid this entirely by registering your Chinese brand name now.

Three things to do today:

  1. Run a free trademark search — Check if your brand's Chinese name is available
  2. Review trademark classes — Identify where your brand needs protection
  3. Read our complete guide — Understand the full process

Get a Free Consultation →

*Your Chinese brand name is too important to leave to chance. Contact RTMCN to secure it today.*