Persistence Pays Off For Adidas In EU Trademark Dispute

Law360 (March 22, 2018, 12:21 PM EDT) -- The German sportswear giant Adidas AG recently won a potentially decisive victory in the latest round of its long-running dispute with Belgian shoe manufacturer Shoe Branding Europe (“SBE”) over the proposed registration of a series of EU trademarks Adidas claims would be detrimental to its own EU-registered brands. The dispute, which began in 2009 and escalated in 2011, holds key lessons for brands looking to safeguard or challenge trademarks in EU jurisdictions.

The 2011 escalation occurred when SBE filed applications to register two trademarks in the categories of “footwear” and “safety footwear,” both of which consisted of two horizontal stripes starting...

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