Adidas Withdraws Opposition to Black Lives Matter’s Trademark Logo
Adidas has dropped its opposition to the Black Lives Matter (BLM) Global Network Foundation’s trademark logo, featuring three parallel stripes. The German sports brand had filed a complaint with the US Patent and Trademark Office, stating that the design would cause confusion with Adidas’ famous three-stripe logo. However, Adidas has now withdrawn its opposition without prejudice.
Concerns Over Confusion and Criticism
Adidas had initially argued that the BLM Global Network Foundation’s design could cause confusion with its own three-stripe mark. The sports brand has been fiercely protective of its trademark, filing over 90 lawsuits related to it since 2008. However, Adidas also feared that its opposition to the BLM logo could be interpreted as criticism of the organization’s mission.
Reversing Course and Poor Optics
Adidas’ about-turn is surprising given its previous stance on defending its iconic three-stripe logo. The company offered no explanation for withdrawing its opposition to BLMGNF’s trademark application. Some speculate that adidas executives may have realized the poor optics of legally challenging a company with “Black Lives Matter” in its name. It comes after Adidas had recently retweeted Nike’s pro-Black Lives Matter campaign on social media.
Financial Struggles and Controversies
The decision also follows financial struggles due to ending partnerships with high-profile artists such as Kanye West and Beyoncé, according to media reports. In 2020, Adidas faced backlash for being too slow to cut ties with West after he made antisemitic remarks. The company was also criticized for using factories in China where workers were paid low wages, leading to a #PayYourWorkers campaign.
A Reminder That “Black Lives Matter” Cannot Be Owned
It is worth noting that “Black Lives Matter” as a phrase and movement cannot be trademarked by any company. The BLMGNF is a not-for-profit political lobbying organization that applied to trademark its logo. Adidas’ opposition to the BLM logo highlights the difficulty in balancing legal protection of intellectual property with social justice causes.
In conclusion, Adidas’ withdrawal of opposition to the Black Lives Matter Global Network Foundation’s trademark logo shows a shift in priorities for the German sports brand. It serves as a reminder that while legal battles over trademarks are common, they can be politically charged. It also highlights the ongoing controversies and struggles faced by the company in navigating social justice issues and financial stability.
Image Source: Wikimedia Commons
