New Balance Lawsuit Balance Athletica
Name Clash in Athleisure: New Balance Takes on Balance Athletica
Imagine walking into a store looking for your favorite running shoes, only to find another brand with a confusingly similar name. That’s exactly what happened between established sportswear giant New Balance and the emerging athleisure brand, Balance Athletica.
New Balance, a household name for decades, accused Balance Athletica of trademark infringement. They argued that the similar-sounding names could mislead customers, especially considering both brands targeted the same athletic apparel market. New Balance claimed Balance Athletica was trying to piggyback on their brand recognition to gain a foothold in the industry.
The lawsuit, filed in November 2020, pointed out that Balance Athletica even attempted to trademark phrases like “Achieve Balance” for their products, further blurring the lines for consumers. They also presented evidence of customer confusion on online marketplaces, highlighting the potential for lost sales and brand damage for New Balance.
While the specifics of the settlement remain confidential, Balance Athletica ultimately agreed to change its name. In September 2021, the company announced it would be rebranding as Vitality, effectively ending the legal battle.
This case serves as a reminder of the importance of strong trademark protection. For established brands like New Balance, safeguarding their intellectual property is crucial to maintaining brand identity and preventing customer confusion.
Got questions? We’ve got answers!
FAQs
What is trademark infringement?
Trademark infringement occurs when a company uses a name or logo too similar to an existing brand, creating a likelihood of confusion among consumers.
Why did New Balance sue Balance Athletica?
New Balance argued that Balance Athletica’s name was too similar and could mislead customers into thinking they were affiliated with the established brand.
What was the outcome of the lawsuit?
The details of the settlement are not public, but Balance Athletica ultimately agreed to rebrand under a new name, Vitality.
Does this mean I can’t use a similar name for my business?
It’s always best to consult with a trademark attorney to ensure your chosen name doesn’t infringe on existing trademarks.
How can I protect my brand name?
The U.S. Patent and Trademark Office (USPTO) offers resources and guidance on trademark registration. You can also consult with a lawyer specializing in intellectual property law.
What are some tips for choosing a strong brand name?
Choose a name that is unique, memorable, and relevant to your target audience. It should also be easy to spell and pronounce.
Name Clash in Athleisure: New Balance Takes on Balance Athletica Imagine walking into a store looking for your favorite running shoes, only to find another brand with a confusingly similar name. That’s exactly what happened between established sportswear giant New Balance and the emerging athleisure brand, Balance Athletica. New Balance, a household name for decades,…