When Sydney Sweeney filed her trademark application with the United States Patent and Trademark Office on November 4, 2025, the entertainment industry took notice, but not for the reasons you might expect. The Euphoria star wasn’t protecting a new fragrance, clothing line, or beauty brand. Instead, her application covered adjustable spanners, socket sets, car polishes, … Read more
When All Elite Wrestling filed its trademark application for “AEW Shockwave” on September 6, 2024, the company likely anticipated a straightforward path to registration for what insiders believed would be a new television program. Instead, that filing triggered a federal trademark opposition that landed both AEW and the National Wrestling Alliance in a Trademark Trial … Read more
When Angel Reese’s Heitner Legal team posted “Angel Reese is now ANGEL REESE®️” on October 28, 2025, the announcement marked more than just another trademark registration. The Chicago Sky forward had officially secured federal protection for the most valuable asset in her business empire: her own name. While the 23-year-old athlete continues dominating rebounds on … Read more
When Vancouver-based Lululemon Athletica received federal trademark registration for “Lululemon Dupe” on October 21, 2025, the athleisure giant flipped conventional brand protection on its head. Instead of fighting the term that has plagued premium brands across social media, Lululemon claimed ownership of it. The registration, granted just ten months after the company filed its application … Read more
Two professional pickleball leagues, both calling themselves the “National Pickleball League.” Two organizations using “NPL” to brand their operations. One federal courtroom in Oklahoma City where a judge will decide which league gets to keep the name that’s become central to their business identity. For one of these leagues, October 18, 2025 marked the beginning … Read more
When YouTube’s biggest creator files paperwork to launch a financial services empire, it’s more than just another influencer side project. On October 13, 2025, Jimmy Donaldson (better known as MrBeast to his 446 million followers) filed a trademark application that could reshape how an entire generation manages money. But lurking beneath the announcement are cryptocurrency … Read more
When Progressive Towing & Hauling, LLC opened for business in Maryland, the owners probably thought they’d chosen a forward-thinking name. What they didn’t anticipate was a federal lawsuit from one of America’s largest insurance companies. On October 14, 2025, Progressive Casualty Insurance Company sued the small towing operation for copying not just their name, but … Read more
On October 1, 2025, World Wrestling Entertainment filed a trademark application with the United States Patent and Trademark Office for its classic “block” logo, the bold, squared design that defined the company during its 1980s Hulk Hogan era. This wasn’t a routine defensive filing or a minor brand housekeeping task. This was WWE making a … Read more
When General Motors filed a trademark application for “Camaro” in Cambodia on September 25, 2025, automotive enthusiasts worldwide started speculating about the muscle car’s comeback. But here’s what most people missed: GM wasn’t filing in Tokyo, Berlin, or São Paulo. They filed in Cambodia, a country not exactly known as a major automotive market. The … Read more
Imagine spending five years building a successful podcast brand around your own first name, only to have a toy company tell you that you can’t register it as a trademark. That’s exactly what’s happening to a DC podcaster in a legal battle that raises questions about corporate trademark power, common personal names, and how far … Read more
In March 2025, CarShield (NRRM, LLC) filed what seemed like a straightforward trademark lawsuit against American Dream Auto Protect. Strong trademarks that would win protection in traditional advertising are struggling to find the same protection in digital spaces. This case had everything trademark attorneys hope for: clear evidence of competitor keyword hijacking, consumer confusion, and … Read more
When a North Carolina coastal pool company thought it could sidestep a trademark dispute through legal maneuvering, a federal judge had other plans. On September 18, 2025, an Outer Banks-area pool and spa service provider learned that escaping trademark litigation isn’t as simple as filing the right motion. North Carolina’s Eastern District delivered a clear … Read more
Health In Tech recently filed a trademark application for “Ask Tim,” covering insurance data analysis, lead matching, health insurance underwriting, and claims processing services. The filing connects directly to CEO Tim Johnson’s identity, creating a personalized approach to artificial intelligence in the healthcare sector. This move comes alongside significant leadership changes at the company. On … Read more
A World Intellectual Property Organization panelist recently discovered forged U.S. trademark documents in what was called “one of the most egregious” reverse domain name hijacking cases on record. The shocking revelation came during proceedings between AK Associates, LLC and Alina Chung against the owner of ChafeZero.com. In my extensive trademark practice, having filed over 6,000 … Read more
Genki’s September 9, 2025 settlement with Nintendo proves that trademark gambles during major product launches carry million-dollar consequences. The accessory maker’s CES 2025 stunt – showcasing unauthorized Switch 2 mockups just days before Nintendo’s official reveal – ended with confidential damages and permanent restrictions on the company’s future marketing. As someone who has filed over … Read more
When a luxury fashion brand escalates a trademark dispute all the way to the nation’s highest court, the entire industry takes notice. Swiss fashion label Vetements filed a petition for writ of certiorari on August 19, 2025, asking the U.S. Supreme Court to review a Federal Circuit decision that rejected their trademark applications for “VETEMENTS.” … Read more