Brooks Was Accused Of Trademark Infringement By Anta

It is reported that the world is famous.

brand

Brooks)

Sue for trademark infringement, and has been sentenced by the court to lose the lawsuit, and the products are all off shelves.

Anta sues the US hundred years running shoe brand trademark infringement victory.

According to the world clothing shoes and hats net, in December 12th, it was reported that the world-famous running shoes brand Brooks (Brooks) was infringed by Anta trademark infringement, and has been sentenced by the court to lose the lawsuit, and the products are all off shelves.

Although the news has not been confirmed by the two sides, the reporter found at Brooks Tmall flagship store that all the merchandise in the shop has been put off shelves.

The industry believes that the initial entry into the Chinese market will be subject to trademark infringement lawsuits, and the 100% brand Brooks has multiplied the difficulty coefficient of the Chinese market.

Encounters in China

According to the information, in August 28th this year, plaintiff Anta (China) Limited formally lodge a complaint against the defendant's infringement of trademark rights and unfair competition in Dongguan Brooks sprint Trading Co., Ltd. and Quanzhou Xinhua Shopping Plaza Co., Ltd., and the Quanzhou intermediate people's Court of Fujian accepted the case.

The plaintiff asked the defendant to stop the infringement and compensate the plaintiff for the economic losses caused by the infringement for 3 million 500 thousand yuan.

At present, Brooks and Anta officials have not issued any statement on the matter, but the products in Anta Tmall flagship store are all off shelves.

The reporter contacted an internal staff of Anta, but the other side said it was not convenient for him to accept the interview.

It is understood that Brooks is one of the world's top four running shoes brands. It was born in Pennsylvania, USA in 1914. Its headquarters is located in Seattle. It is committed to the research and development of professional sports shoes. It is the professional brand of EVA medium material which is the first to use sports shoes in sports brand.

At the beginning, it only engaged in OEM business for other sporting goods companies such as Martin, etc. in 1972, Brooks officially launched its own brand products. After nearly 40 years of brand development, Brooks's products covered clothing and equipment including running, football and other sports.

In July 1st this year, the Brooks Tmall flagship store opened and officially entered the Chinese market. In September 23rd, it sponsored the 2017 Beijing women's half marathon.

Before that, Brooks's running shoes had not entered the Chinese market, and could only be purchased through sea scouring.

The trademark lawsuit originated from the logo of the Brooks brand. Its meaning is "an endless road, symbolizing the way for the runners to win." and this logo is the same as the logo of the domestic sports brand Anta. Anta's interpretation of the meaning of logo is a sense of space for the arc of the A type. It implies the flight that has risen, showing the beautiful combination of strength, speed and beauty in sports, and the idea of pursuing excellence and surpassing oneself.

The industry believes that with the very high similarity with Anta to enter the Chinese market, this small brand faces the biggest sports brand in China, but Brooks has no choice but to "fire the upper body".

Frequent cases of trademark infringement

With the rise of Marathon and road running in recent years, consumers are paying more and more attention to running shoes.

Some niche brands that had not been valued before were also popular products.

Brooks, NewBalance, Saucony and Asics are also known as "the world's top four running shoes brands", but the other three brands have long been familiar with runners. Although Brooks has a very good reputation in running circles, he has not yet entered the Chinese market.

In recent years, domestic brands and foreign brands are not sparked by a lawsuit caused by trademarks. The Jordan trademark case lasted 4 years from 2012 until December 8th last year. The Supreme People's court ruled that the registration of the controversial trademark "Jordan" by Jordan had damaged the prior name right of the US star Jordan to Jordan, violated the trademark law, revoked the judgment of the first and second instance, and ordered the Trademark Review and Adjudication Board to re order.

At the same time, the supreme law found that the phonetic trademark "QIAODAN" and "Qiaodan" did not damage Jordan's right to name.

New Balance, which experienced the "protracted war" with the Jordan case, is also badly hurt by the rush of trademark on the road of brand protection.

New Balance is not only a "Paragon" of copycat brand imitation, its trademark has also been repeatedly attacked by malicious, but has been taken to court by the snatch, and becomes a tort party.

Not only did they lose their own names, but also the imitators.

In this regard, insiders pointed out that each country's trademark registration system and intellectual property protection system are different. Although some foreign brands are being maliciously registered by some enterprises in China, there is no legal problem. It depends on who registered first.

This is also the reason why Anta can sue Brooks for trademark infringement in China. After all, Anta is a domestic brand and enjoys a certain reputation and reputation in China. Although the establishment time is later than Brooks, the registration time in China is much earlier than that in Brooks.

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Brand awareness is getting stronger

Although Brooks has a hundred years of history, the road to China does not seem to be very smooth.

Previously, many netizens joked that Brooks was "American Anta". Because Brooks's trademark is similar to the trademark of Anta, a famous sports brand in China, Anta has been on the top of the domestic sports brand after years of development. Compared with the small brands of the United States, Anta has the inherent advantages and local advantages of Brooks, and has already gained a certain reputation and reputation, so that Brooks is often mistaken for a copycat version of Anta.

However, judging from the history of the two brands, Brooks, founded in 1914 and Anta founded in 1991, does not seem to belong to the same era.

With the rapid development of China's economy, Chinese brands are becoming more and more influential in the international market.

At the same time, Chinese brands attach more importance to and protect intellectual property rights.

At the beginning of entering the Chinese market, foreign brands should have a certain understanding of domestic laws and regulations, which not only protects the brand, but also respects the Chinese market.

Obviously, when Brooks entered China, he did not know the situation of the Chinese market well, and his own brand system was not perfect, especially the situation of China's trademark market and the existing Chinese brands.

Cheng Weixiong, general manager of clothing industry senior observer and Shanghai Liang Qi Brand Management Co., Ltd., said Brooks should attach importance to China's laws and regulations, so as to respect the Chinese market and Chinese brands.

Although in a sense, the Chinese market and the international market have been leveled out, laws and regulations of each country will be different.

Similarly, Chinese brands should pay attention to similar problems when they go out, and cannot counterfeit or rush to enter the international market quickly.

Brooks, who has just entered the Chinese market, started to take the product off the shelf because of trademark problems. The difficulty of developing the brand in China is obvious.

Cheng Weixiong said that when he first entered the Chinese market, he encountered such problems. The brand would lose many opportunities. But as an international brand, it is also very important to take the product off the shelves immediately after losing the lawsuit. It is worth learning from domestic brands.

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