Adidas is known for its signature three stripes logo. (Image via: Newstalk)

Adidas Loses Trademark Dispute

Alfonsus Adi Putra
Scandal
Legal
Jun 20, 2019
2634
When we hear Adidas, we keep thinking of their three slanted stripes logo. This is what Adidas was trying to do this week on Wednesday (19/6), by filing a trademark protection lawsuit to patent its three stripes logo to stretch from whichever direction. Adidas' journey to protect its stripes have been going for 5 years, originating in 2014.

Their opponent to this lawsuit was Belgian sportswear manufacturer, Shoe Branding Europe. The Belgian competitor had been challenging Adidas since 2016.

In other words, as long as there were 3 stripes on any kind of product from any other company, Adidas would get the royalty for the logo. In the court hearing, Adidas presented evidence of 5 companies misused their three stripes icon.

However, the EU court ruled out the lawsuit, claiming that the three stripes were just an ordinary figurative mark, nothing special worth of its own trademark. This, Adidas failed to prove its distinct features which made it different than other logos.

Due to the Wednesday’s verdict, Adidas could have lost its value from its current value, US$14.3 billion, from trademark dispute alone.

EU court pointed out that if Adidas wanted to keep the three stripes special, then they have to enforce the distinctive feature of the logo throughout Europe. Then, they could come back and file for another trademark lawsuit.

Nonetheless, would the dispute ever affect Adidas’ performance and sales? Of course, not. Even if they are losing the bout, Adidas’ image and name is already global, and they have their own trademark laws and policies. Especially, considering the fact that Adidas is one of the most prolific sportswear manufacturers in the world.

Source: https://www.abc.net.au/news/2019-06-20/adidas-loses-three-stripes-trademark-bid/11228576

Business , Sportswear , Trademark , Sport , Adidas , EU