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Adidas is taking legal action to block five trademark applications filed by LIV Golf, claiming that the Saudi golf league’s “L” logo is too similar to the apparel brand’s iconic three-stripe logo.
Adidas filed a Notice of Opposition with the U.S. Patent and Trademark that claims LIV Golf’s logo “incorporate[s] three stripes in a manner that is confusingly similar to the adidas Marks in appearance and overall commercial impression.”
Trademark attorney Josh Gerben opined that Adidas is unlikely to win its case. Still, a likely scenario could be an agreed-upon settlement that limits how LIV’s “L” logo appears on certain products.
Both Adidas and LIV Golf have dealt with controversies over the past year, as the apparel company ended its endorsement with rapper Ye in October 2022 after he made antisemitic comments. Meanwhile, the Saudi Arabia government-owned LIV Golf agreed to merge with the PGA Tour in June in a deal the U.S. government has since investigated. FOS reported last month that “a lot of work” is still needed to finalize their merger.
LIV Golf is preparing to continue operating as its entity for the 2024 season, and it is unclear if the league’s logo will still be used upon a finalized merger with the PGA Tour.
Golf star Dustin Johnson, who left the PGA Tour for LIV Golf in 2022, was an endorser for Adidas for 15 years before parting ways with the company in February.
