Under Armour Says 'Armore' Brand Infringes Trademark

By Cara Salvatore (May 1, 2018, 6:13 PM EDT) -- Under Armour Inc. filed suit Tuesday in Maryland federal court against an Oklahoma City company called Armore Fitness LLC, claiming trademark infringement and dilution.

The Baltimore-based fitness apparel giant said that Armore and the person it believes is Armore's owner, Steven Cersonsky, "have been offering for sale, selling, and promoting wearable exercisers, measuring tape, and fitness bands under the Armore, Armore Wearable Fitness, and other Armor-formative marks in violation of Under Armour's trademark rights."

Under Armour wants to make the case that "Armore" is similar enough that it would confuse customers.

"For years, Under Armour has spent tens of millions of...

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