Sports Apparel Co. Calls Foul Over Nike's 'Fuel' Mark Use

Law360, New York (February 27, 2012, 10:31 PM EST) -- Fuel Clothing Co. Inc. hit Nike Inc. with an unfair competition suit in South Carolina on Monday, claiming that Nike has confused consumers by using its “Fuel” mark in connection with products like shirts and its activity-tracking FuelBand bracelets.

Hilton Head, S.C.-based Fuel Clothing makes and markets sports apparel bearing the federally registered “Fuel” mark, which has become widely known, the complaint says, adding that Nike has adopted the mark in connection with sports-related apparel that target the same consumer demographic as the plaintiff.

Fuel Clothing...
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