Rec Sports
Youth Soccer Coach’s Trademark Claim Against Nike Heads to 2026 Hearing
Key Takeaways
- Nike allowed its “Total 90” trademark registration to lapse in 2019, opening the door for a third-party registration
- Hugh Bartlett, a New Orleans-based engineer and youth soccer coach, registered “TOTAL90” in February 2022 and later filed an infringement lawsuit against Nike
- A federal judge denied Bartlett’s motion to temporarily restrain Nike from selling Total 90 products, citing lack of evidence of consumer confusion
- The case illustrates “trademark arbitrage,” where parties acquire undervalued marks and leverage them strategically
- The preliminary injunction hearing is scheduled for January 8, 2026, with Nike’s World Cup marketing plans in the balance
The Trademark Gap That Started It All
Nike’s Total 90 line launched in 2000 and became one of the most recognizable names in soccer footwear for nearly a decade. The brand was worn by players including Wayne Rooney, Roberto Carlos, and Fernando Torres.
Nike formally abandoned its trademark registration for “Total 90” in 2019. Hugh Bartlett, a Louisiana-based engineer and youth soccer coach, registered “TOTAL90” in February 2022. Bartlett’s company, Total90 LLC, developed a fantasy soccer app in 2019 and began selling apparel and footwear in 2022.
According to court filings, Bartlett contacted Nike in December 2024 about a potential collaboration. When that didn’t materialize, Nike claims Total90 LLC demanded $2.5 million for the trademark rights before filing suit.
Nike Wins Early Round, But Case Continues
U.S. District Judge Wendy B. Vitter ruled in Nike’s favor on the temporary restraining order motion. The judge emphasized that under U.S. trademark law, ownership is established by use, not registration.
Total90 LLC failed to demonstrate evidence of actual consumer confusion or that both companies use similar retail outlets. The court also noted that Total90’s 11-month delay between first contacting Nike and filing suit undermined claims of urgent, irreparable harm.
Nike argues its Total 90 products have been available for more than 25 years, giving it priority of use regardless of the lapsed registration.
A Case Study in Trademark Arbitrage
Trademark experts point to this dispute as an example of “trademark arbitrage,” where parties acquire marks that others have undervalued and then leverage them strategically.
As the lawful trademark owner, Total90 LLC now holds multiple options: sell the trademark back to Nike at a premium, pursue legal claims if Nike uses the mark without permission, or continue developing the brand while benefiting from renewed attention generated by the dispute.
“Nike didn’t ‘make a mistake.’ They simply stopped using the mark. They formally abandoned it,” said Andrey Mincov, Founder and CEO of Trademark Factory®. “No responsible trademark attorney would tell a client to manufacture fake use just to keep a registration alive. At that time, Nike had no interest in TOTAL 90. Now they do, and that change comes with consequences.”
What’s at Stake for Nike’s World Cup Plans
Nike has significant plans to revive the T90 aesthetic ahead of the 2026 World Cup in North America, including a collaboration with Palace that features T90 imagery. The ongoing litigation creates uncertainty around these marketing efforts.
The January 2026 hearing will determine whether Total90 LLC can secure a preliminary injunction. A ruling against Nike could complicate product launches timed to the tournament.
This case offers a lesson for youth sports operators and brands managing intellectual property. As Mincov noted: “The TOTAL 90 story is a powerful reminder that in today’s fast-moving market, maintaining trademarks is not just a bureaucratic formality. It’s a strategic business decision.”
For organizations with legacy marks or dormant product lines, the minimal investment in trademark maintenance may prove far less costly than the alternative.
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
Appendix: Sources
- Benzinga (December 25, 2025) – “Soccer Coach Beats Nike To ‘Total 90’ Trademark, Sparks Legal Fight Ahead Of World Cup” – https://www.benzinga.com/news/legal/25/12/49590587/soccer-coach-beats-nike-to-total-90-trademark-sparks-legal-fight-ahead-of-world-cup
- Sportico (November 2025) – “Nike Defeats Motion to Restrain Sale of Total 90 Soccer Shoe Line” – https://www.sportico.com/law/analysis/2025/nike-total90-trademark-decision-1234878043/
- Footy Headlines (November 18, 2025) – “Nike Loses Total 90 Trademark – Sued for Alleged Copyright Infringement” – https://www.footyheadlines.com/2025/11/nike-loses-total-90-trademark.html
- The Fashion Law (November 20, 2025) – “Nike’s TOTAL 90 Trademark Clash Shows Risks of Brand Revivals” – https://www.thefashionlaw.com/nikes-total-90-trademark-dispute-highlights-risks-in-brand-revivals/
- The Fashion Law (December 2025) – “Nike Beats TRO Bid in ‘Total 90’ Trademark Clash” – https://www.thefashionlaw.com/nike-beats-tro-bid-in-total-90-trademark-clash-with-smaller-brand/
- Trademark Factory (December 26, 2025) – “Trademark Review: Nike’s TOTAL 90 Trademark Battle Shows Hidden Risks of Brand Revivals” – https://trademarkfactory.com/blog/trademark-review-nikes-total-90-trademark-battle-shows-hidden-risks-of-brand-revivals/
- Wall Street Journal
- Sports Business Journal
- Image – Nike
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Rec Sports
Dozens of stylists, barbers turn up for Sonoma County teens at Santa Rosa event
Eleven-year-old Amy was about half way through her haircut Monday afternoon but paying little attention to what stylist Amanda Lee was doing with her blond locks. She was too busy working on a piece of yellow putty in her hand.
At one point she shaped it into a heart. Later, it was something else. But when Lee was finished cutting and unbuttoned the smock pinned at her client’s neck, Amy had molded her putty into a miniature hand. With it, she grinned and high fived Lee in thanks for her new look.
Across the hall, stylist OmarAntonio had just finished cutting and styling a teen’s long, black hair. Moments later, she came back smiling and interrupted a conversation to tell him she loved it.
“There is something very important about our responsibility as hairdressers to really read the client, to really see them,” he said. “I want to reintroduce my clients to themselves, so a good haircut is so important.”
These seemingly small moments — a smile into a hand held mirror, a flip of the ‘do, a handshake — were happening Monday across the donated space at Church Unstoppable. For three hours, about 60 stylists and barbers volunteered their time and skill to give free cuts and styles to an almost equal number of children and young adults from 10 to 25, all of whom have been touched by foster care or social service programs.
There were three DJs on stage. There were two live singers. Along one wall were tables lined up and loaded with brand new backpacks for the taking. At the entrance to the hall were hand-painted trucker hats created by Dom Chi Designs in Sebastopol, also for the taking. In yet another room was free food and drink. Throughout the three-hour event raffle prizes were given out: Apple headphones, Beats headphones, a JBL speaker, tickets to a Santa Rosa Growlers hockey game, Amazon gift cards, restaurant gift cards and jewelry.
It was all the brain child of KT Maggio, a barber at Daredevils & Queens Salon and Barbershop in Santa Rosa. And it was born of a seemingly simple ask.
It started with an annual holiday giving event held by nonprofit Our Village Closet, a group that runs a full-scale, foster care support operation out of thousands of square feet of space at St. Lutheran’s Church on Mendocino Avenue in Santa Rosa. Under the direction of executive director and co-founder Amanda Kitchens, foster care providers can pick up, for free, necessities for kids and young adults in their care, everything from strollers to socks to bathing suits and winter coats.
There are 1,000 individual kids or young adults registered with OVC, but the number of people who access their free services typically hovers around 5,000, Kitchens said.
Our Village Closet for the past five years has held a holiday giving program that has grown from 167 youth in 2021 to 769 kids this year. It was for that event that someone at OVC reached out to Maggio and asked if she could provide gift certificates for hair cuts.
Maggio said she would do one better. One a lot better.
She put out the call to the wider stylist and barber community in Sonoma County and asked for folks to show up for three hours on Monday, donate their time and skills, and send young adults back into the world looking sharp and feeling good.
“I didn’t even say much,” Maggio said of the invitation to her peers. “They just said ‘We’re in, we’re in, we’re in.’”
To say people rallied for the event would be underselling what unfolded Monday.
The top shelf cuts, the next level raffle prizes, the DJs, the food — it was a full-scale experience.
“I wanted them to feel special today,” Maggio said.

Barber Jesus “Chuy” Dominguez helped with perhaps the most obvious transformation Monday when a young man with sandy hair falling down to his shoulders sat down in Dominguez’s chair and said he wanted it all off.
“He asked for a five guard on top which is less than half an inch and then he wanted a rat tail in the back,” Dominguez said. “I always triple check when it’s a transformation that big but he was on it and I was like, ‘Alright, bro.’”
“He knew exactly what he wanted,” he said. “It was cool.”
And it was. After Dominquez tapped a stylist to braid the rat tail in the back, the young man cracked a small smile into the mirror.
“Things like this just fill my heart,” Maggio said, noting that Daredevils & Queens regularly supports haircuts for the homeless events and community outreach efforts. “I just wanted to come together and make these kids feel like number one.”

Christopher Chung / The Press Democrat
Nicolai Lisiukoff, right, thanks Daredevils & Queens barber KT Maggio for the haircut and shave at the homeless shelter run by West County Navigation Center in the Guerneville Veterans Memorial Building in Guerneville Monday, Dec. 16, 2024. (Christopher Chung / The Press Democrat)
In addition to her colleagues at Daredevils & Queens, she tapped friends at Chuck’s Barbershop in Santa Rosa and Oak and Ivy Salon in Rohnert Park, who brought folks on Monday. She also tapped longtime friend Jose “JayTee” Tapia who, in addition to his 293,000 Instagram followers, runs the 15-chair Visionz Barbershop in Santa Rosa and, to Maggio’s way of thinking, is a star in the barbering world.
That would explain the small crowd of fellow barbers that gathered around Tapia when he pulled out his scissors and began to ply his craft on the dark locks of a young teenaged boy Monday.
“For men, for boys, it’s like our make up,” Tapia said of a haircut. “For me, being able to build confidence in a kid, there is nothing like it. People come to us before a first date, before a wedding, before any special day because a haircut alone can make anyone feel that much more special and that much more confident.”
That is what moved OVC’s Kitchens on Monday — the gift of confidence, the gift of being seen.
“It’s the fact that this many stylists and barbers showed up and showed up with heart,” she said. “It’s ‘You matter.’ Not necessarily you matter because of what happened to you but you matter just because of who you are…A haircut for so many of us, especially in this age group, it’s about how we show up in society. To be able to show up like everybody else and blend in is such a gift.”
To find out more
To find out more about the services provided by Our Village Closet and for ways to support the work, go to www.ourvillagecloset.org.
Alexandra Montoya feels this.
Montoya is raising her 12-year-old granddaughter, Irie. Irie is bi-racial, her hair looks different from her grandmother’s, and that has made finding a stylist tricky. On Monday, Montoya was emotional about seeing her granddaughter pampered.
“Somebody needs to know her hair,” she said. “The truth is, I don’t.”
But the people who volunteered Monday did.

“This is wonderful, this makes a difference,” Montoya said. “It’s the mix of people. The cutters, the stylists, they volunteered their time. We understand what that means. They put heart into it.”
As stylist Natalie Dixon finished cutting Irie’s hair, they had a brief conversation. Irie decided she wanted her hair straightened on this day. Dixon got to work. Nearby, Montoya watched, deeply moved.
“All of these kids have lost someone, in one way or another,” she said. “That’s what makes what they are doing here a thing of beauty.”
You can reach Staff Columnist Kerry Benefield at 707-526-8671 or kerry.benefield@pressdemocrat.com. On Instagram @kerry.benefield.
Rec Sports
2026 Santa Cruz County Fair theme contest underway | The Pajaronian

Organizers at the Santa Cruz County Fair are asking the public for ideas for a theme for the 2026 County Fair.
Anyone who has a “phrase that pops” or a “rhyme that shines” is invited to submit it.
“Imagine your words splashed across every poster and sign,” The Fair Board stated in an announcement. “If you’ve got a clever saying or catchy theme, now’s the time to share it in the Santa Cruz County Fair Annual Fair Theme Contest.”
Anyone with a creative theme— “with a little red, white, and blue sparkle” in honor of the United States’ 250th birthday,” is invited to send in their ideas.
The winning theme will be featured throughout the fair, and earn four free fair tickets plus a free parking pass.
The deadline is Jan. 13 at 5pm.
To submit your theme, email in**@*****************ir.com, send mail to Santa Cruz County Fair, Theme Contest, 2601 East Lake Avenue, Watsonville, CA 95076 or visit visit bit.ly/4bkX2RS
Rec Sports
💰🎉 Funding up for grabs to power…
Funding available to activate Youth Week events on Redlands Coast – Redland Bayside News
NOT-FOR-PROFIT organisations are being encouraged to apply for funding to deliver free or low-cost events on Redlands Coast as part of Queensland Youth Week 2026. Redland City Mayor Jos Mitchell said funding was available through Council’s Activate Redlands Coast Youth Week Program for events and …
Rec Sports
Henrico history students shine at annual awards night
As on most evenings, the Henrico Sports and Events Center echoed Dec. 1 with the sounds of youth sports: running feet, basketballs drumming on floors, and shouts of triumph or dismay as volleyballs were slammed home.
But on one basketball court, the clamor of squeaking sneakers and balls thudding against backboards was just distant background noise. In this arena, dozens of fifth-grade students were showing off their history projects – while educating their parents and teachers about significant Henrico events, places and persons.
At one display, students stood beside a screen highlighting photos and facts about the Henrico Theatre. The old-fashioned spelling of “theater,” they explained, is still used because that was the custom when the Theatre opened in 1938. A few years later, when World War II broke out, the site was even designated as a bomb shelter.
Today, the restored movie house is used for a variety of arts programming, films, community events and celebrations, and is distinguished not only by listings on national and state historic registers, but by its designation as the only example of art deco architecture in the county.
At another station, Quintus Tian and Corbyn Constanzer of Shady Grove E.S. had constructed a Henrico map large enough to cover a tabletop, and were eager to explain the sites of historical interest sketched throughout the county. Asked why they had created a traditional map – using paper instead of a digital display, as many of their peers had done – the boys were emphatic.
“Too small!” said one, pointing out the hand-drawn illustrations that bordered the map, and indicating that the expanse of paper was superior to a screen for depicting scale and enhancing impact.

Among other projects on display were several featuring famous figures with Henrico ties, such as Pocahontas, Virginia Randolph, and Arthur Ashe, Jr. Depictions of historic sites ranged from the Theatre and Dabbs House to Echo Lake Park and Richmond International Airport, while displays featuring events centered around such struggles as the Seven Days Battles and Gabriel’s Rebellion.
A few students from each magisterial district took home top honors for their projects (see list below) – but the celebrations were not limited to the big winners. Parents lingered after the awards ceremony taking family photos, while students continued to share stories of how they chose their topics and created their projects.
Corbyn and Quintus were among the students who clearly enjoyed revealing “tricks of the trade” they had used in crafting their project. Asked what modern-day techniques had produced such an authentic-looking map – complete with browned edges and yellow tints to give it the look of a centuries-old relic – they grinned knowingly and announced, “We used shoe polish!”
Henrico History Project award-winners
Formerly known as the Henrico Historical Awareness Project, the Henrico History Project is a partnership of Henrico County Public Schools and the Henrico Preservation Advisory Committee. The following students in each magisterial district took top honors for their projects this year:
Brookland District
First place – Emma Salang and Aryaa Adivarekar; Springfield Park E.S.
Second place – Luke Baum; Greenwood E.S.
Third place – Skye Robbins, Erum Jebran and Sara Faqirzada; Dumbarton E.S.
Fairfield District
First place – Jurnee Clarke, Dionne Hawkins and Aziyah Hill; Harvie E.S.
Second place – Samara Giles and Kaylan Huynh; Longdale E.S.
Third place – Avery Umbarger, Ruben Caballero, & Monroe Redding; Chamberlayne E.S.
Three Chopt District
First place – Luke Jualayba; Colonial Trail E.S.
Second place – Audrey Kim, Brody Miller and Sienna Harter; Kaechele E.S.
Third place – Charles Cobb; Rivers Edge
Tuckahoe District
First place – Bodie Bluford; Gayton E.S.
Second place – Yassine Dahri, Magnus Sorensen and Oliver Hall; Three Chopt E.S.
Third place – Kate Groth & Winnie Young; Maybeury E.S.
Varina District
First place – Georgina Bueno; Baker E.S.
Second place – Kayden Howard and D’Zaria Mines; Highland Springs E.S.
Third place – Lauren Crawley; Ward E.S.
Rec Sports
Sydney Roberts wins 17th Carolinas Young Amateur Championship – Clemson Tigers Official Athletics Site
Final Results
CLEMSON, S.C. – Senior Sydney Roberts won the 17th Carolinas Young Amateur Championship on Tuesday with an even-par 142 (69-73) on the two-day event. The tournament was held at the Mid South Club in Southern Pines, N.C.
Roberts was the only player in the 24-player field to finish at par, clearing the second-place finisher by three strokes and her 69 on the first day tied for the low round in the field. She played a bogey-free round on Monday and finished with a pair of birdies, and held on to win over Jillian Fatkin, who plays collegiate golf at Kansas.
The win was Roberts’ second Carolinas Young Amateur title in three years.
Roberts and the Clemson Women’s Golf opens its spring season Feb. 2-4 in Boca Raton, Fla. at the Paradise Invitational.
Rec Sports
Legendary Cherryville basketball coach steps down after 6 decades – WSOC TV
CHERRYVILLE, N.C. — Dr. Bud Black is retiring after 60 years of coaching basketball, marking the conclusion of a highly influential career at the age of 82.
Known as “Mr. Basketball” since 1961, Dr. Black has dedicated his life to the sport, prioritizing the positive impact he has made on countless players over mere win-loss records.
Dr. Black improved the Gardner-Webb Ladies team’s record from five wins to fifteen wins in just one season, showcasing his exceptional coaching abilities and commitment to developing young athletes.
He is also highly educated, holding two earned doctorates and several master’s degrees, which reflect his pursuit of knowledge and dedication to personal growth.
Reflecting on his coaching philosophy, Dr. Black stated, “I never went into coaching with a burning desire to always win, although I do that.”
He emphasized the importance of seeing his players succeed in life beyond the court, saying, “That’s more important than anything. The wins and losses, to see these young people succeed.”
As he transitions from coaching, Dr. Black will continue his work as a remote instructor at Thomas Edison State University in New Jersey.
He explained his perspective on measurement of success: “Some people count the number of wins, that’s something I have never done.”
In a poignant reflection, one former player credited Dr. Black for his success, stating, “You are single-handedly responsible for my success. You always made sure there was a place for me.”
This sentiment encapsulates the real legacy he leaves behind—his unwavering support for each player he coached.
Dr. Black will be honored during a special ceremony at Cherryville High School’s home game, a fitting tribute to his remarkable career and impact on the community.
He indicated, “I never thought I’d retire,” hinting at his enduring passion for coaching and mentorship.
VIDEO: Former North Meck basketball standout hosts basketball camp in Concord
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