Lacoste and General Motors file NFT-based trademarks


  • Lacoste filed five Web3 trademarks on February 17 for its Champs-Elysees line.
  • General Motors filed trademarks on February 16 for its Chevrolet and Cadillac brands.
  • 2023 has seen a number of popular firms filing NFT-based trademark applications.

Luxury sportswear and lifestyle brand Lacoste has recently filed a total of five Web3-based trademarks for its luggage, jewelry, and apparel line, Champs-Elysees. The news was shared on Twitter by trademark attorney Michael Kondoudis.

Based on the trademark filings, Lacoste is looking forward to NFT-powered downloadable virtual goods like watches, sports equipment, eyewear, toys, jewelry, clothing, and linens. The brand is interested in creating NFT artwork as well as developing computer software for crypto-based transactions. Moreover, there’s one trademark that hints at the intention of offering exchange services to both buy and sell NFTs. 

As far as other plans are concerned, electronic game software and virtual reality game software are involved. Hence, fans can play fashion-based computer sports games that will have avatar dresses with tennis skirts from Champs-Elysees. Real estate and property management services will be offered too. Moving on, offline and online retail store services with virtual goods are on the list too. 

In June 2022, Lacoste launched an NFT project, Undw3. Holders were given access to the Lacoste DAO as well as the brand’s exclusive releases. In November 2022, the firm partnered with Arianee to release a metaverse shopping experience. This allowed fashion admirers to visit the virtual store of Lacoste and discover its three crocodile-themed theme rooms. 

Other than Lacoste, General Motors has filed NFT-based trademarks for its Chevrolet and Cadillac brands. The applications cover media files, including audio, video, and art, that are possible to authenticate through non-fungible tokens.

The company has issued NFTs for both of these previously too. For instance, in June 2022, Chevrolet joined SuperRare to auction a digital collectible to display the 2023 Corvette Z06. In October 2022, Cadillac auctioned non-fungible tokens to celebrate the company’s 120th anniversary.