Adidas is very aggressive about its ‘famous stripes’ and holds it close to heart. After losing a court case against fashion designer Thom Browne Inc. for using a four-stripe design in January this year, Adidas has posed its guns at Black Life Matters (BLM) for its “Three-Stripe” logo.
The sportswear giant claims the BLM stripes are too similar to its own. It said the Black Lives Matter Global Network Foundation design would create confusion with its own famous three-stripe mark. Adidas highlighted that it has been using its logo for more than 70 years.
In a filing to the trademark office, Adidas said the proposed design incorporates three stripes in a manner that is confusingly similar to the Three-Stripe Mark in appearance and overall commercial impression. It argued that consumers who are familiar with its goods and services, are likely to assume that those offered under the applicant’s mark originate from the same source, or that they are affiliated, connected or associated with or sponsored by Adidas.
It should be noted that Black Lives Matter Global Network Foundation is the prominent entity in the decentralized BLM movement, which emerged a decade ago to protest police violence against Black people. The group applied for a federal trademark in November 2020 for the yellow three-stripe design to be used on a variety of products like bags, bracelets, mugs, clothing, etc.
Since 2008, Adidas has filed over 90 lawsuits and signed more than 200 settlement agreements in regard to its “famous three-stripe” trademark. The brand’s signature three stripes originated from the two stripes stitched on the sides of the Dassler brother’s cleats. The stripes secured the construction of a shoe while symbolizing the brother’s tandem. Adolf Dassler, as per various reports, wanted to keep the stripes as a distinctive element in the Adidas emblem, but he wasn’t allowed to use the family brand logo. As such, he added the third stripe. However, the three stripes were already taken by Karhu, a Finnish sports brand. Adolf purchased the three stripes rights from Karhu and it became the heart of Adidas.
