Adidas Blocks Two-Stripe Trademark Registration in EU

A retro styled sneaker sits on display at the Adidas AG earnings news conference in Herzogenaurach, Germany, on Wednesday, March 8, 2017. Adidas' new chief executive officer is doubling down on surging sales of casual sneaker lines like Stan Smith and Tubular to transform the German sportswear maker into a fast-fashion business and gain ground on larger rival Nike Inc. Photographer: Krisztian Bocsi/Bloomberg

Adidas AG successfully blocked a competitor from registering a European Union trademark for a logo with two vertical stripes.

The EU General Court on March 1 sided with Adidas in two separate decisions, affirmed earlier findings that Shoe Branding Europe BVBA’s applied-for trademarks would take unfair advantage of Adidas’ three-stripe mark and injure the earlier mark’s reputation.

Branding Europe BVBA had applied for registrations in its two-striped mark for two different classes of goods, footwear and safety shoes. Adidas had opposed the registrations at the EU Intellectual Property Office, which administers EU trademarks.

The cases are Shoe Branding Europe BVBA v. European Union Intell. Prop. Off., Ct. of First Instance (EU), Case T-629/16, 3/1/18 and Shoe Branding Europe BVBA v. European Union Intell. Prop. Off., Ct. of First Instance (EU), Case T-85/16, 3/1/18.

To contact the reporter on this story: Peter Leung in Washington atpleung@bloomberglaw.com
To contact the editor responsible for this story: Mike Wilczek atmwilczek@bloomberglaw.com