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Pacoima shoe company files trademark infringement lawsuit

Building up a trademark and the story surrounding it is a carefully considered process for businesses throughout California. Public trust is a goal of such trademarks, so it's no surprise that trademark infringement claims are taken very seriously and often require business litigation.

Two shoe manufacturers, one of which is based in Pacoima, are engaged in a trademark infringement lawsuit that was filed earlier this month. Gravity Defyer, which mainly sells specialty shoes online, claims that a type of shoe made by Under Armour infringes on Gravity Defyer's trademark and name.

In particular, the lawsuit claims that Under Armour knowingly used Gravity Defyer's registered name, "G Defy." The Pacoima company has requested that Baltimore-based Under Armour stop using "G Defy" in connection with a kind of running shoe called Micro G Defy. The plaintiff is also pursuing compensation for damages.

A spokesperson for Under Armour responded to the lawsuit by referring to the company's history of "innovation and authenticity." She said the company's goal is to reinforce its distinctness from other brands.

Gravity Defyer's chief financial officer issued a statement on behalf of his company: "Our brand identities are a reflection of the promises we make to consumers every day. Trademarks are an extension of that promise."

Last year, Body Armour filed its own trademark infringement lawsuit against a sports drink maker in Beverly Hills. The shoe maker claimed that BodyArmor Nutrition LLC used a phrase and logo that infringed on Body Armour's trademarks.

Regardless of what side of a lawsuit you're on, businesses in Los Angeles need to be aware of their legal options for limiting risk and protecting their brands. More information about business litigation is available at our Encino business law site.

Source: Baltimore Business Journal, "Under Armour sued by Gravity Defyer for alleged trademark infringement," Jack Lambert, March 25, 2013

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