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Expert Analysis

Persistence Pays Off For Adidas In EU Trademark Dispute

By Simon Ayrton and William Hillson (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....

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