Under Armour is an apparel manufacturer that specializes in sportswear and footwear. The company, which is based in Baltimore, filed a lawsuit on Oct. 8 against a company it says has violated its trademark.
In the lawsuit, which was filed in the U.S. District Court for the District of Maryland, Under Armour alleges that the Colorado company Ageas has been selling sportswear, similar to that sold by Under Armour, under the brand “Hotsuit” with a logo that resembles Under Armour’s logo. The lawsuit claims that the use of the logo has created confusion in the marketplace and unfairly raises the infringing company’s profile while harming both Under Armour and unwitting consumers.
Under Armour is demanding a trial by jury and wants the company to be prohibited from using the logo. The company says it is obligated to protect its brand from dilution caused by infringers seeking to give the false impression that their brand is somehow associated with Under Armour.
Intellectual property consists of not only just trademarks and logos, but also ideas, creative work, software design and more. Taking steps to protect trademarks and other intellectual property can be critical for a company or entrepreneur. Failing to take the proper steps to protect a trademark against an initial infringement can make it more difficult for a company or individual to do so in the future. An individual or a business that is concerned about theft of intellectual property or trademark infringement might want to consult an attorney about how to proceed. The first step is not necessarily a lawsuit. In some cases, it may be sufficient for an attorney to contact the company and address the matter. Companies might also want assistance with registering a trademark and taking preventative measures in order to avoid this type of infringement. Registration of a trademark may strengthen a lawsuit like the one filed by Under Armour.