Adidas has failed in an attempt to broaden trademark protection for its three-stripes symbol in the European Union as rivals seek to muscle into the market for striped shoes and clothing.
Adidas had tried to establish a wider trademark for “three parallel equidistant stripes of equal width applied to the product in whichever direction”.
The German sporting goods company has trademark protection for its slanted three-stripe logo.
“The verdict does not affect our ability to use and protect the three stripes,” a spokeswoman said.
The sporting goods industry has seen a rise in trademark and patent disputes as the biggest players try to differentiate their products and justify premium pricing.
High-profile cases have included Adidas clashing with Skechers USA and Nike taking on Puma.
Wednesday’s ruling could erode the value of the Adidas brand, currently worth $14.3 billion, according to David Haigh, chief executive of consultancy Brand Finance.
“The name is more important but the recognizable three stripes are also a major contributor to recognition,” he said.
Adidas shares were down 1.8% at 1210 GMT.
نستخدم ملفات الكوكيز لنسهل عليك استخدام مواقعنا الإلكترونية ونكيف المحتوى والإعلانات وفقا لمتطلباتك واحتياجاتك الخاصة، لتوفير ميزات وسائل التواصل الاجتماعية ولتحليل حركة المرور لدينا...اعرف أكثر