Adidas is trying to challenge the registration of the new logo in court.Adidas is trying to challenge the registration of the new logo of the organization Black Lives Matter Global Network Foundation in court. The company fears the similarity of the new trademark with its own logo with three stripes.
Adidas sent a petition asking the U.S. Trademark Office to reject Black Lives Matter's application. The German concern argues that the registration will lead to confusion about logos, writes Reuters.
The reason for concern on the part of the sports giant was the Black Lives Matter initiative to register a logo with three stripes for producing and selling sporting goods.
Adidas registered its famous logo in 1952. The company says that for 70 years, it has gained "international fame and great public recognition." At the same time, the new BLM trademark "consists of three stripes, which are confusingly similar to the three-band mark in appearance and overall commercial impression," the company noted.
Regarding brand registration, Adidas fears consumers would think that goods from the two companies "come from the same source or that they are associated with or sponsored by Adidas." The U.S. Trademark Office has reviewed Adidas' claims and has given Black Lives Matter Global Network Foundation until May 6, 2023, to file a formal response. After that time, the proceedings will continue.