Ross Chastain, NASCAR driver and eighth-generation watermelon farmer, is facing mounting anxiety over the possibility of legal action regarding his family’s farm name, which echoes Nike’s famous “Just Do It” slogan. The issue has surfaced as the rights to this iconic phrase, closely associated with Michael Jordan and Nike, continue to spark tough legal battles, raising concerns about trademark infringement around Chastain’s farm and brand presence in Florida.
Concerns Mount as ‘Just Do It’ Farm Name Draws Attention
Chastain, widely recognized for his roots in agriculture, has been candid about his worries that increased attention on the farm’s name could result in unwanted legal scrutiny. The Chastain family’s Florida watermelon operation, now known as JDI (Just Do It) Farms, finds itself in an uneasy spotlight due to its name, which bears a notable similarity to the internationally recognized trademark.
On the Dinner with Racers podcast, Chastain commented on his concerns regarding this potential clash over intellectual property:
I’m worried the more I talk about it, it might happen one day.
Ross Chastain, NASCAR driver
This apprehension stems from the farm’s evolution, as its naming transitioned from Chastain Brothers and Chastain and Sons to its current identity. Chastain explained,
Yeah, if his (Michael Jordan’s) lawyer calls, we’re just shutting it down,
Ross Chastain, NASCAR driver
We’re not trying. Right now, it’s, yeah, it’s been my dad’s kind of motto. The farm used to be every version of Chastain Brothers, Chastain and Sons, and Chastain Farms. Just wanted it to be different.
Ross Chastain, NASCAR driver
The tie between the name and the Chastain family’s heritage is deep, but the phrase “Just Do It” is not just a family motto. Nike and Michael Jordan famously trademarked it in 1988, and the company fiercely defends it as one of their hallmark assets. As a result, any usage outside of their control, even by longstanding independent businesses, is often flagged for legal defense to avoid confusion or dilution of the trademark.
Trademark Law and Jordan’s History of Legal Action
The broader landscape around famous trademarks like “Just Do It” is shaped by vigilant oversight. Nike’s history shows its willingness to take legal action in defense of its intellectual property. Michael Jordan’s own battles, such as years-long litigation in China over his name being used by a local company, have demonstrated the tenacity of both Jordan and Nike to protect their rights.
Though Chastain’s use of “JDI” has historically been informal—at times merely a slogan on a single hat or as part of farm tradition—the practical implications of trademark law mean that such usage could trigger action if Nike or its partners believe the use may confuse customers or suggest an endorsement. The reach of the “Just Do It” brand extends globally and covers not only footwear and apparel but a wide array of sports marketing activities.
For Chastain and his family, the farm’s identity is rooted in their personal story and work ethic, not in trying to profit from the reputation of Jordan or Nike. However, as Chastain humorously concedes, shutting down the farm’s branding would be their response if legal letters began arriving.
Community Roots vs. Corporate Rights
The Chastain family has cultivated watermelons for eight generations in Florida, building a reputation based on authenticity, hard work, and community loyalty. The adoption of “Just Do It” as a motto was born out of a desire for distinctiveness after cycling through more conventional farm names attached to the Chastain lineage. Despite the playful origin story and personal meaning, the risk of misinterpretation in the commercial sphere is not lost on Chastain.
Trademark law is established to prevent brands or individuals from leveraging the reputation of established companies, and Nike, along with Michael Jordan, is notorious for defending its position through litigation. This reputation is reinforced by Jordan’s legal victories, most recently in contexts like the antitrust lawsuit related to NASCAR. For a small, family-run farm, the risk is real, and Chastain is keen on avoiding any missteps that could imply a celebrity endorsement or direct commercial benefit from the globally recognized slogan.
How Chastain’s Farming Legacy Reflects His Values
Despite the uneasy undercurrent of trademark concerns, Chastain continues to stand by his agricultural roots. The watermelon farm, which shaped his upbringing and values long before NASCAR entered the picture, is not an opportunistic branding play but rather a living connection to his family’s multi-generational story. The “Just Do It” ethos is, for Chastain, more philosophy than business strategy, even as it now confronts the realities of modern intellectual property law.
Partnership with Titan International Brings New Chapter
While the naming dispute looms, Chastain’s agricultural endeavors have also taken center stage through a fresh partnership with Titan International Inc. Rather than limiting involvement to car sponsorships or trackside logos, Titan has embedded itself directly in Chastain’s farming operation, supplying and servicing the array of machinery required to operate an enterprise as complex as the Melon 1 farm.
Titan’s agricultural technicians now collaborate closely with the Chastain family, helping ensure that tractors, sprayers, and utility vehicles—all critical for watermelon production—operate smoothly throughout the demanding season. For Chastain, the arrangement is a matter of trust and personal connection, linking his agricultural and racing worlds:
I grew up farming watermelons with my family, and that will always be a part of who I am,
Ross Chastain, NASCAR driver
What excites me about working with Titan is that they’re actually on the farm, looking at our equipment, and helping us find real solutions. I trust Goodyear tires on the track, and now I trust Titan and Goodyear Farm Tires on our farm. That’s what ‘Ag to Asphalt’ means to me.
Ross Chastain, NASCAR driver
This approach goes beyond branding and taps into what it means to be known as NASCAR’s “agriculture guy.” The partnership highlights those who contribute behind the scenes, from planting to harvest, reinforcing a sense of integrity and commitment to the work itself.
The Ongoing Tension Between Heritage and Trademark Power
The case of Ross Chastain’s Just Do It farm name raises significant questions about the boundaries between tradition and global intellectual property. While Chastain’s attachment to the name is sincere and community-driven, the precedent set by companies like Nike and public figures like Michael Jordan is clear: rigorous defense of trademarks is considered essential, even against smaller, independent users.
If legal steps are initiated by Jordan’s or Nike’s teams, Chastain might be forced to abandon a name intertwined with family history. Still, for now, he maintains the farm’s operations and remains focused on innovation and partnership, rather than litigation or controversy.
This episode underscores wider tensions within trademark law, especially as iconic slogans become embedded not only in commerce but in the personal narratives of families like the Chastains. As Chastain’s farming journey continues—rooted in Florida’s soil and strengthened by industry partnerships—the interplay between heritage, community, and corporate power remains unresolved, leaving the story layered and awaiting its next act.
