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adidas vs. LIV Golf Inc.: A Trademark Battle on the Fairway

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Written by Anastasios G. Garbis

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Intellectual Property

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October 24, 2023

In the worlds of sports and fashion, few brands can match the iconic status of adidas. Its three parallel stripes have become synonymous with top-tier athletic footwear, apparel, and sporting equipment. However, adidas now finds itself embroiled in a trademark dispute with LIV Golf Inc. (“LIV”), and it’s a showdown worth keeping an eye on. In this blog post, we’ll delve into the details of this trademark opposition, exploring what’s at stake and why it matters.

The Challenged Trademarks

The LIV trademark applications have been opposed by two entities: adidas AG and adidas International Marketing B.V. (collectively “adidas”). The opposition centers around LIV’s attempt to register trademarks for a range of goods and services, including clothing, golf equipment, and entertainment services. The specific trademarks in question are listed below:

97/384,795: Clothing, including t-shirts, jackets, and more.
97/384,796: Golf training equipment, golf clubs, and related items.
97/384,799: Organizing and conducting professional golf tournaments and competitions.
97/384,801: Entertainment services related to television, radio, and digital media.
97/310,316: Golf training equipment, golf clubs, and related items.

adidas: A History of the Three Stripes

For adidas, the battle isn’t just about protecting their trademarks; it’s about preserving a legacy that dates back to the early 1950s. The iconic “Three-Stripe Mark” has graced adidas footwear since then, quickly becoming synonymous with quality and reputation in the sporting world. In 1967, adidas expanded the use of the Three-Stripe Mark to its apparel line and introduced its famous triangular logo (“Badge of Sport Logo”), which incorporates the Three-Stripe Mark, on a wide range of products, including clothing, footwear, and sports-related services.

Over the years, adidas has sponsored numerous athletic events, teams, and individual athletes, building its reputation as a leader in sports and fitness. From NFL stars like Patrick Mahomes and Aaron Rodgers to soccer icons like Lionel Messi, adidas has left an indelible mark on the world of sports. They’ve also collaborated with music artists and fashion brands, demonstrating their influence beyond athletics.

The Opposition Grounds

Adidas alleges that the LIV trademark closely resembles their iconic Three-Stripe Mark and Badge of Sport Logo. They argue that this similarity may lead to confusion among consumers, as they might assume that the goods and services offered under the LIV trademark are affiliated with or endorsed by adidas.

Additionally, adidas claims that the registration of the LIV trademark could dilute the distinctiveness of their own trademarks, making it harder for consumers to identify genuine adidas products. Depictions of the marks are included in the table below:

What’s at Stake?

This trademark battle highlights the significance of brand identity and recognition in the world of sports. For adidas, it’s about protecting the legacy and reputation they’ve built over decades. For LIV Golf, it’s about establishing a new brand and identity and answering the question of whether or not its logos are too similar to those of adidas. Adidas is very active in enforcing its rights and challenging marks with similar striping to their iconic logos. It will be interesting to whether or not the four stripe LIV trademark is different enough to overcome a challenge from adidas.

Stay tuned for updates on this trademark battle.

You can read the full opposition here: adidas opposes LIV trademark