NEW YORK (AP) — Under Armour Inc. wants to protect its “I will” catchphrase.The athletic clothing maker, based in Baltimore, has filed a trademark infringement suit against Nike Inc., claiming its rival has inappropriately used variations of the phrase in its marketing.
Under Armour says that since late last year, Nike, based in Portland, Ore., 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 The 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.
Copyright (2013) Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
Associated Press text, photo, graphic, audio and/or video material shall not be published, broadcast, rewritten for broadcast or publication or redistributed directly or indirectly in any medium. Neither these AP materials nor any portion thereof may be stored in a computer except for personal and non-commercial use. Users may not download or reproduce a substantial portion of the AP material found on this web site. AP will not be held liable for any delays, inaccuracies, errors or omissions therefrom or in the transmission or delivery of all or any part thereof or for any damages arising from any of the foregoing.
NOW WATCH: Briefing videos
Business Insider Emails & Alerts
Site highlights each day to your inbox.