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adidas Lose Latest Three Stripes Trademark Battle

Date: June 20 2019

By: Boon Mark Souphanh

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adidas have failed in their latest attempt to broaden their Three Stripes trademark in the European Union.

According to a Reuters report, adidas was looking to expand their current trademark protection for the signature slanted Three Stripes branding to include ‘three parallel equidistant stripes of equal width applied to the product in whichever direction’.

The General Court of the European Union upheld a prior 2016 decision that nullified a previous trademark acceptance registered by adidas back in 2014. That trademark was challenged by Shoe Branding Europe, a Belgium-based company that uses a slanted two-stripe logo on their products.

‘Whilst we are disappointed with the decision, we are further evaluating it and are welcoming the useful guidance that the court will give us for protecting our three stripe mark applied to our products in whichever direction in the future,’ said adidas in an official statement.

Fear not, adi fans – the court’s decision doesn’t stop adidas from producing and distributing products. However, it does means other companies can release products with similar branding, which could potentially be mistaken for legit adidas.

The ruling is definitely a setback for Team Trefoil, but they can still appeal the decision.

More to come.

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