Business & Employment Law Attorney
866-693-5541 | 303-424-4286

Retailer fights Under Armour trademark claim

Colorado readers understand that businesses have the right to protect their trademarks. However, a Pacific Northwest couple claims that Under Amour is taking that concept too far.

According to media reports, the couple owns Cascade Armory, which is a clothing retailer based in Bend, Oregon. The pair started selling flannel shirts and other clothing to put themselves through college several years ago and officially launched their brand in late 2017. In early 2018, they filed documents to trademark the Cascade Armory name with the United States Patent and Trademark Office.

Just before the trademark was due to be finalized, Under Armour notified the couple that it was opposing the application. The sportswear company, which recorded over $5 billion in sales in 2018, also sent them a cease-and-desist letter, insisting that the name Cascade Armory constitutes trademark infringement and trademark dilution. However, the couple countered that they built their business from scratch and no one mistakes their products for Under Armour. The couple offered to rebrand, but Under Armour only offered them $200 to offset the estimated $200,000 it would cost to do so. As a result, the couple is fighting the dispute in federal trademark court.

Trademark disputes can be complex and protracted. As a result, it may be helpful for businesses facing such disputes to contact an intellectual property attorney for assistance. An attorney may carefully assess the case and recommend ways a business might be able to protect itself against trademark infringement. If a business has been accused of infringement, legal counsel may be able to help resolve the matter without going to court. If litigation is necessary, the attorney may represent a client's interests in court and work to obtain a favorable resolution to the dispute.

No Comments

Leave a comment
Comment Information
  1. "I used the Bryan E. Kuhn, Counselor at Law, P.C. team to help me with a case. They were always professional, upfront, and positive providing guidance while keeping me informed."
    - L.H.

  2. "Everyone at the firm was professional, responsive and courteous. Kate was exceptionally knowledgeable and responsive and she helped me to achieve the desired outcome. I would definitely recommend this firm if you are in need of superior legal assistance."
    - J.S.

  3. "Bryan and his law firm operate with great professionalism and personal touch. I appreciated the way he and his team offered transparent communication."
    - N.S.

  4. "Kate & team were very professional in helping me to get through an uncomfortable ADA situation at my workplace. This was a very good legal experience. I would recommend Bryan E. Kuhn & team to anyone who needs work related legal help."
    - D.L.

  5. "Bryan, Katie, and all the staff in this office are super fast to respond, expert in their fields, and always helpful. We have been extremely pleased with their services for our small business."
    - T.Z.

  6. "Working with Bryan was amazing. His professionalism made a very stressful and difficult challenge as positive as possible. A great lawyer"
    D.K.