23 Jun ADIDAS LOSES BID TO EXPAND TRADEMARK ON ITS THREE-STRIPE LOGO
The Adidas brand logo has been ruled by European courts as not “distinctive” enough to expand its trademark three-stripe design.
The sportswear brand failed to “prove that that mark has acquired, throughout the territory of the EU, distinctive character following the use which had been made of it,” as declared by the General Court of the European Union. “The mark is not a pattern mark composed of a series of regularly repetitive elements, but an ordinary figurative mark.” Therefore, it’s not “distinctive” enough to be given wider legal protection.
The ruling is just the latest in a decade-long dispute between the manufacturer and Belgian company Shoe Branding Europe, as Adidas wants a wider trademark for “three parallel equidistant stripes of equal width applied to the product in whichever direction.”
The court said it upheld a 2016 decision made by the European Intellectual Property Office (EUIPO) to annul a previous acceptance of the trademark which the brand registered in 2014. The same court ruled Shoe Branding Europe’s own trademark invalid too, saying the stripes were too similar to those of Adidas.
“The verdict does not affect our ability to use and protect the three stripes,” an Adidas spokeswoman said.