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Champion Products is suing Nike in Canada over the rights to the “I can” phrase. In a $5 million federal suit filed last week, Champion claims it has used the phrase in its ads since late 1996.
Nike’s new “I can” campaign, developed by Wieden & Kennedy in Portland, Ore., broke on New Year’s Day. It partially replaced “Just do it.”
The lawsuit claims that Champion first used “I can” in the U.S. in October 1996. That campaign was created by TBWA Chiat/Day in New York.
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