Under Armour in a TM Dogfight with Puppy Armour

Sports apparel giant, Under Armour (UA), is unhappy with the “Armour marks” on Puppy Armour’s canine clothing. Under Amour is suing S&O Innovations LLC and Silvo Schillen of “slavishly” misappropriating and copying its name and font. The athletic gear maker filed its petition in a Florida federal court, arguing that the dog products are styled to look similar to UA.

S&O sells various kinds of dog T-shirts for different breeds. In its complaint, Under Armour argues that the T-shirts are the same color, with the Puppy Armour logo placed on a similar location as the company’s regular shirts. Under Armour sells athletic clothing, accessories and shoes, however it does not have a clothing line for dogs.
Records at the U.S. Patent and Trademark Office show that Puppy Armour was granted a trademark in 2012, which UA contested the following year. The petition was granted in 2014 and Puppy Armour’s trademark was revoked. According to UA, it has made several attempts to end the alleged infringements but the dog company failed to comply.

Under Armour has been vigorous in its pursuit to defend its trademarks. Earlier, Under Armour  filed suit against Moonstone LLC and others, claiming the logo on its “Floggs” are too similar to UA’s well-known marks.

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