Kedar Ganesh Dhargalkar is a fifth-year Bachelor of Law student at Adv. Balasaheb Apte College of Law, University of Mumbai, India. He has an academic interest in constitutional law and intellectual property law and writes regularly about socio-legal issues and evolutionary changes in IP jurisprudence.
Engagement in proactive IP litigation by global companies is the bedrock of trademark enforcement, and Adidas is no stranger to this strategy. Since 2008, this athleisure accessories manufacturer has consistently protected its intellectual property by signing over 200 settlement agreements and fighting more than 90 court battles. Most recently, on January 12, 2023, Adidas’s efforts to sue Thom Browne Inc., a Zegna subsidiary, for trademark infringement of its ‘three-stripes logo’ was foiled. The damages claim of around $7.8 million, or £6.4 million, backfired on the German sportswear giant when it was denied by an eight-person Manhattan jury.