Lacoste Files Five Web3-Related Trademarks For Its Champs-Elysees Line

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Lacoste files five web3 trademarks for its Champs-Elysees line

The brand plans to release NFTs, virtual goods, and computer software, as well as provide virtual services.


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French luxury sportswear and lifestyle brand Lacoste has filed five web3-related trademarks for “Champs-Elysees,” the company’s jewelry, luggage, and apparel line.  

The company has filed the trademarks with the United States Patent and Trademark Office (USPTO), as shared by the trademark attorney Michael Kondoudis on his Twitter. According to Kondoudis, Lacoste claims plans for NFT-backed downloadable virtual goods, such as eyewear, jewelry, watches, luggage, clothing, sports equipment, toys, and linens. 

The brand plans to create NFT artworks and develop computer software for cryptocurrency transactions. In addition, one of the trademarks covers exchange services for purchasing and selling NFTs. 

More than that, the company will release virtual reality game software and electronic game software. So, the brand’s fans might soon be able to play fashion-inspired computer sports games featuring avatar dresses with Champs-Elysees’s tennis skirts. The brand will also provide real estate and property management services in the metaverse. 

More than that, Lacoste plans to open physical and online retail store services featuring virtual goods.

Mike Kondoudis

This is not Lacoste’s first step into web3. In June 2022, the brand released an NFT project dubbed “Undw3,” which granted holders access to the Lacoste DAO and the brand’s exclusive releases. In November 2022, the company launched a metaverse shopping experience in partnership with the fashion-focused NFT platform Arianee. Fashion lovers could visit the virtual Lacoste store and discover its three crocodile-themed rooms. 

Lacoste is just one of the many fashion and beauty brands to look into the metaverse and NFTs and file trademarks.

  • Earlier this year, luxury fashion and beauty Yves Saint Laurent filed for NFT and metaverse trademarks as it plans to release virtual beauty, body, skin-care, and hair-care products and artworks backed by NFTs. The tokens will be used as a means for authentication of the YSL product.
  • The iconic footwear and clothing brand Dr. Martens widely known for its leather boots filed a metaverse trademark application with plans to create VR models and downloadable virtual items in December 2022. It also plans to hit the metaverse with its shoe creams, purses, bags, wallets, travel cases, and other Dr. Martens garments.
  • Swiss watchmaker Rolex also filed crypto, metaverse, and NFT trademark applications in November 2022. The company plans to develop downloadable computer software for blockchain technology, which could function as a digital wallet and contain virtual objects, NFTs, and other digital collectibles. 

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Valeria Goncharenko

Valeria is an Italy-based writer passionate about web3 and innovation. She is getting her second major in International Business Management while dedicating her spare time to photography and fashion. You can contact her at [email protected]

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