Ross Chastain, NASCAR Cup Series driver and well-known watermelon farmer, has expressed significant trademark concerns regarding the use of “Just Do It” for his family’s Florida-based farm, which he believes could potentially attract legal action from Nike and Michael Jordan. Chastain’s unease about the JDI (Just Do It) Farms branding highlights the fractious intersections between family tradition and the high-stakes world of global trademarks, especially when both legacy and business are at stake.
Chastain’s History and Fears Around Farm Branding
With deep roots in agriculture, Ross Chastain and his family have farmed watermelons for eight generations in Florida. The name JDI Farms, an abbreviation for “Just Do It,” reflects a personal motto and a tribute to the family’s work ethic rather than a deliberate commercial borrowing from Nike’s iconic campaign. However, as Chastain has risen in the public eye both as a NASCAR driver and Team Trackhouse Racing figure, there has been growing concern that increased attention might draw the wrong kind of legal focus on his family’s use of the phrase.
Chastain’s worries surfaced in a candid interview on the Dinner with Racers podcast, where he openly addressed his fears around the JDI name.
“I’m worried the more I talk about it, it might happen one day.”
– Ross Chastain, NASCAR driver
The driver admitted that facing potential legal pressure from a global sports icon like Michael Jordan or the corporate might of Nike would be a scenario he hopes to avoid.
“Yeah, if his (Michael Jordan’s) lawyer calls, we’re just shutting it down,”
he said.
“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
Chastain pointed out that the farm’s naming was never about cashing in on a marketing juggernaut but rather building a unique identity for the family business. The slogan “Just Do It,” trademarked by Nike in 1988 and closely associated with Michael Jordan’s career, remains one of the world’s most valuable brand slogans. As such, both Nike and associated personalities like Jordan have a legal obligation to defend their intellectual property, famously engaging in court action worldwide to retain control and exclusivity over their marks.
Understanding the Trademark Dilemma
The fear is not unfounded. Chastain’s informal use of “JDI” extends from a single hat to the naming of the farm. Trademark laws are structured to prevent confusion or unauthorized associations between small businesses and major global brands. If a company as powerful as Nike suspects that another entity might be using their slogan in a manner that could confuse customers or imply a false endorsement, they are likely to intervene.
Michael Jordan’s history as a fierce defender of his name and branding further raises the stakes for Chastain. The NBA legend spent years fighting in Chinese courts to reclaim rights over “Jordan”-related trademarks, demonstrating just how determined he and Nike are to protect their intellectual property. Although Chastain’s use of “JDI” is rooted in heritage and daily farm operations, rather than a calculated business move, the growing notoriety of the Chastain name in both motorsports and agriculture has increased the profile of the family farm, making it more likely to attract notice from brand protection teams.
Chastain’s concern is that any perceived financial benefit or potential consumer confusion—no matter how unintentional—could become grounds for a legal claim, possibly forcing the shutdown of a family tradition that predates the global rise of the “Just Do It” slogan.
The Chastain family history, long intertwined with their local Florida community and farming, stands in contrast to the modern legal battles over names, slogans, and perceived value. What started as a personal motto has become a possible legal liability.
Legacy, Identity, and the Reality of Trademark Protection
The watermelons grown on JDI Farms are the product of centuries-old family dedication—not a branding exercise designed to misappropriate another company’s success. Despite Ross Chastain’s visible NASCAR career and flair for engaging fans, the heart of the JDI slogan, for the Chastain family, remains about perseverance and pride in honest work. The reality for Chastain—illustrated by his jokes about lawyering up but underlined by real anxiety—is that high-profile names sharing wording with world-renowned trademarks can quickly become legal targets if there is any suggestion of infringement or confusion.
While Nike and Michael Jordan hold robust trademark portfolios, examples abound where bigger brands have pursued legal challenges against smaller operators, often with deep consequences for those unable to withstand prolonged litigation. Chastain’s approach, as he describes, is to avoid confrontation and remain respectful of the legal boundaries, letting tradition drive the farm’s course rather than risking conflict with a corporate behemoth.
Although Michael Jordan’s reputation for prevailing in major court battles, particularly in sports and trademark contexts, looms large, Chastain emphasizes that his family’s livelihood is rooted firmly in agriculture—not in trading on someone else’s reputation.
A New Chapter: Titan International Joins the Chastain Family Farm
As threats from potential legal risks linger, Ross Chastain is moving forward, deepening his connection to his agricultural heritage with support from new partners. In an announcement ahead of 2026, Titan International Inc. was revealed as a significant collaborator with Chastain and the Melon 1 farming operation. Rather than focusing on branding or advertising in the racing arena alone, Titan’s partnership is all about tangible, on-the-ground farming support, supplying tires and expertise directly to the Chastain family fields where high-performance machinery is vital.
The multi-generational family farm runs with a diverse fleet of machines, from tractors and sprayers to ATVs, each playing a crucial role in the intense schedules from planting through to harvest. Titan’s agricultural specialists have joined hands with the family, aiming to minimize downtime and enhance productivity in every area of farm operation.
Ross Chastain described how this arrangement resonates with him personally, connecting his past, present, and dual passions for farming and racing.
“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 partnership reinforces Chastain’s position as NASCAR’s leading voice for the farming community, celebrating the often-overlooked realities of American agriculture and spotlighting the teamwork and grit of farmers who work far from the racetrack lights. Titan International’s involvement is designed not just to support Chastain but to champion the essential work of farmers like the Chastains, demonstrating how industry partners can directly impact rural livelihoods with innovation and service.
The Broader Implications for Tradition and Trademark
Ross Chastain’s trademark fears illuminate a challenging reality for small business owners who navigate local heritage while seeking national attention. The Chastain family’s story presents a microcosm of the larger battles that often erupt between household brands and individual or family businesses, especially when familiar words or phrases collide with protected trademarks. While the farm will persist for now, the specter of legal action remains a genuine threat, dictated as much by global trademark enforcement as by the uniqueness of family traditions.
Meanwhile, Ross Chastain continues balancing his dual identities—watermelon farmer and racing star—while his partnership with Titan International points to a future in which tradition and innovation can coexist. His hope, echoed by both humor and concern, is that respect for both the law and legacy will allow the Chastain family to keep growing watermelons under a name that has meant so much for generations, without running afoul of global commercial giants.
