Adidas’ Recent Trial Loss Unlikely to Deter Brand Enforcement

Adidas AG‘s recent jury trial loss to the luxury fashion brand Thom Browne Inc. over a trademark dispute concerning the “three-stripes” logo is unlikely to chasten the German sportswear giant’s aggressive trademark enforcement strategy.

The eight-person jury in Manhattan federal court took just two hours on Jan. 12 to return a decisive verdict finding that Thom Browne’s use of two and four stripes on suits and other high-end fashion items didn’t infringe or dilute Adidas’ trademarks, which center on a three-stripe motif.

While Adidas may lose some cases, its expansive approach to trademark enforcement still has strategic and legal ...