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Adidas files opposition to ELEAGUE trademark

Adidas filed an opposition to the ELEAGUE logo
Photo courtesy of Turner Sports/ELEAGUE

Global sportswear brand Adidas has filed an opposition to ELEAGUE‘s trademark filing, alleging it is too similar to the “brand with three stripes.”

The ELEAGUE logo has three horizontal stripes at offset angles to resemble the “E” in ELEAGUE. According to the appeal, Adidas believes the logo is too similar to its own, which is three vertical stripes.

“As a result of its long use, adidas has acquired common law trademark rights in the 3-Stripes Mark for its goods, including, apparel, footwear, videos and software applications relating to sports and training, and its services, including, retail store services and organizing and sponsoring sporting events, prior to any actual or constructive use of Applicant’s Mark by the Applicant,” the document reads.

The appeal was filed Oct. 10 and included counts of confusion and dilution. The similarities in the logo combined with the good and services in ELEAGUE’s trademark application are similar to Adidas’ means “there is a likelihood that Applicant’s Goods and Services will be perceived as being sponsored by or affiliated with adidas.” The appeal also alleges the strength of Adidas’ three-stripe brand could be diluted by ELEAGUE’s logo.

Representatives of ELEAGUE declined comment. Turner Sports has until Nov. 19 to respond to the opposition, and the deadline for a discovery conference is Dec. 19.

ELEAGUE, the joint Turner Sports/IMG esports venture, filed the trademark application June 9, 2016.


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