Muntean had filed the registration for the trademark Just Believe It for, amongst other things, consulting services and the sale of brand items. In the opposition appeal proceedings filed by Nike, the American trademark office ruled that the consumers could establish a link between the two slogans. The risk for Nike would be that the impact of the famous slogan could be diluted.


Muntean is not the first person or company that finds Nike opposing slogans similar to its famous slogan. Previously, the company blocked the registration of the sentences “Just Find It” (for software), “Just Jesu It” (sports clothing), and “Just Say It” (books).