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Strategy June 14, 2018

Soccer Collaboration Logo Causes Controversy

By  Rachel Ramirez

Just in time for the FIFA World Cup, UNDEFEATED, a boutique sneaker retailer in Los Angeles, has partnered with Nike to release special-edition dual branded soccer jerseys, track suits and soccer balls. 

But the new collaboration, called “The Fives,” is already sparking debate because of the logo, which looks an awful lot like the coat of arms of the United States Naval Academy.

 

Undefeated tweeted out a picture of the logo for “The Fives” apparel line on Monday, and released a promotional video displaying the new logo the next day.

The logo features five tally marks on a shield with Romanesque columns at its sides, and scrolls that read “Respect All,” “Fear None,” “The Fives,” and “Los Angeles.” Above the shield, a hand extends out holding a trophy with Nike’s logo and a scroll around it that reads “MMII," the Roman numerals for 2002, which is the year UNDEFEATED was established.

The U.S. Naval Academy coat of arms, adopted in 1899, features the same shield, columns and scrolls and a hand that extends out holding a trident. The Naval Academy owns a trademark on the seal.

The striking resemblance of both logos caused an uproar across the Twittersphere. One Twitter user pointed out that the quoted words “Respect All, Fear None,” was the motto of the U.S. Air Force Academy Class of 2017.

“The Fives” will launch exclusively at a Los Angeles pop-up event on Sunday. Although Nike, UNDEFEATED and the Naval Academy have not yet released any official statements, many seem to be anticipating responses from both sides, and some doubt that “The Fives” will even make it to the launching date.