Walmart Sued by Pro BMX Biker for Using Likeness on Products (1)

A line of bicycle accessories sold at Walmart infringes a professional BMX biker’s trademark and publicity rights, a Sept. 10 complaint in the Central District of California says.

Hyper Bicycles Inc. continues to use Ryan Guettler’s likeness in advertising years after their endorsement agreement ended, the complaint says.

Guettler is an Australian-born BMX rider and X Games medalist. Guettler gave Hyper Bicycles the nonexclusive right to use his name, image and likeness for Hyper Bicycle’s advertising from 2014 to 2015, according to the complaint. But Guettler says Hyper Bicycles misappropriated his likeness “by continuing to include his image and likeness ...