Nike has urged Skiman to withdraw its trademark registration and stop using this logo. According to Nike, Jumpman and Skiman are so similar that there is a danger of confusion. And of course there is something in that: put Michael Jordan on a pair of skis and substitute the ball for a ski pole and you have Skiman. If Nike doesn’t win that one I’ll eat my ski boots!

Skiman Jumpman


But would the Skiman be in quite a pickle right now? Or is he actually enjoying all the international attention such a conflict with the famous Jumpman gets? I suspect so. When you’re this close to a world-renowned logo and you also choose the brand name Skiman, it’s almost inevitable that you’re out for a publicity-interest riot with the great Nike.

Skiman Jumpman


The strategy then is as follows: choose a logo that is very similar to Nike’s world-renowned brand. After the first threat letter from Nike, draft a cracking press release: “Nike attacks sympathetic Colorado ski store”. Then stand firm and deny any resemblance. If the threat begins to take on more serious proportions, make an emotional retreat in a new press release and immediately introduce Skiman’s new logo.

Skiman Jumpman
Skiman also uses different logo


Second logo

Looking at Skiman’s website (, this scenario becomes increasingly plausible. In fact, Skiman also uses another logo of a skier, which does have sufficient distance from the Jumpman. This mark could be used as an immediate replacement after this affray. I am going to keep a close eye on the continuation of this issue.

Bas Kist

Bas Kist is mede-oprichter van Merkenbureau Chiever. Hij schrijft regelmatig artikelen over merken- en auteursrecht in de Volkskrant en Adformatie. Daarnaast is hij docent bij de European Institute for Brand management EURIB.