LIV Golf faces legal action from Adidas as bitter feud continues

Adidas have sensationally attempted to block five trademark applications by LIV Golf. The sportswear giants believe the Saudi-backed tour’s logos are too similar to its iconic three-striped emblem. 

Adidas have filed a Notice of Opposition with the U.S. Patent and Trademark, pointing to the similarities between their famous logo and the designs presented by LIV Golf. The German brand claim 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”.

The famous Adidas logo features three stripes and their various forms of products – from trainers to water bottles, hats and many more – often incorporate it. Meanwhile, the LIV Logo is in an ‘L’ shape featuring three stripes between four thick black lines. 

The tour had attempted to protect it by applying for a trademark. According to Addias, the logo is too similar for comfort. 

Adidas ultimately believes consumers are “familiar with the goods and services long associated with the adidas Marks”. It means the company are hitting out at LIV Golf because they are concenerd consumers may believe goods and services sporting the logo may “assume” that they “originate from the same source, or that they are affiliated, connected, or associated with Adidas”.

It remains to be seen what chances Adidas have to win their case, with trademark attorney Josh Gerben declaring their argument is unlikely to prevail. It is possible a settlement can be reached which limits how LIV Golf’s logo appears on products.

Gerben suggested a recent precedent suggests Adidas will struggle to win. He said: “In my opinion, Adidas is unlikely to win this case. The company recently lost a similar lawsuit against Thom Browne, proving that Adidas does not have exclusivity to ‘stripes on clothing’.”

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Adidas already have a somewhat frosty relationship with LIV Golf. The company severed ties with several leading golfers following the exodus from the PGA Tour to LIV Golf. 

One player to lose his deal with Adidas was Dustin Johnson, who had been with the sportswear giants for over 15 years before they ‘mutually agreed’ to terminate the relationship. Adidas Golf president Jeff Lienhart told ESPN: “We’ve mutually agreed to part ways with long-time Adidas athlete, Dustin Johnson. For more than 15 years, Dustin has been a great ambassador for the Adidas brand.”

Adidas also chose not to renew their deal with Sergio Garcia, who serves as the captain of the Fireballs GC team in the LIV Golf League. According to ESPN, the two parties could not agree on sponsorship going forwards as the player wanted to rep the team’s apparel. 

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