Under Armour sues Nike over use of “I will” in campaigns

Under Armour wants to protect its “I will” catchphrase. The athletic clothing maker has filed a trademark infringement suit against Nike, claiming its rival has inappropriately used variations of the phrase in its marketing. Under Armour said that since late last year, Nike has launched an advertising campaign using phrases like “I will protect my […]

Under Armour wants to protect its “I will” catchphrase. The athletic clothing maker has filed a trademark infringement suit against Nike, claiming its rival has inappropriately used variations of the phrase in its marketing.

Under Armour said that since late last year, Nike has launched an advertising campaign using phrases like “I will protect my home court,” and “I will finish what I started.”

Under Amour says such use of “I will” is “likely to cause confusion, mistake, and deception.” Under Amour said that it has been using its “I will” phrase on hundreds of products, packaging and various types of marketing since as early as 1998.

In an email response to Associated Press, Nike spokeswoman Mary Remuzzi declined to comment at this time, saying the company just learned of the lawsuit.

According to the documents, Under Armour is requesting a permanent injunction to bar Nike from using the “I will” phrase. It is also wants Nike to destroy all products, packaging and signs that use the tagline. It also wants Nike to pay Under Armour all profits arising from the use of the phrase, and is seeking to recoup damages.

The suit was filed Thursday in federal court in Baltimore.

Brands Articles

How Target’s departure is impacting the ad community

Reports of staff layoffs begin to surface amid millions of dollars in unpaid bills

Tide ad features gay couple as brand aims to be more ‘inclusive’

P&G is on a mission to reflect the diversity of its customer base in its advertising

Deadmau5 mixes things up in Tim Hortons’ test kitchen

The Canadian DJ continues his social and sugary love affair with the coffee chain

McDonald’s prepares for a comeback after Q4 sales dip

Fast food giant evolving to a more "customer-led" organization

Target owes vendors $3.4 billion

Long list of creditors includes Carat, KBS, Veritas Communications and National PR

Simons adds to Canadian expansion plans

Retailer plans for second Edmonton store

Watch Molson reward die-hard hockey fans with NHL experience

“Anything For Hockey” marketing platform continues with documentary-style video

L’Oréal Paris invites vloggers to brush up on their makeup skills

Canadian component of 11-country initiative includes Elle Canada, YouTube, eTalk