Sports Direct has lost a trademark infringement case against online retailer Fitness Direct, whose name it claimed was "detrimental to the distinctiveness" of its brand.
The sportswear giant said Fitness Direct’s name would lead to it having an "unfair advantage" that could damage its own chain of gyms, .
The retailer, majority owned by Mike Ashley, launched SportsDirectFitness in 2014 – the same year that husband and wife team Faycal and Sandra Makhloufi launched Fitness Direct.
But the trademark hearing dismissed the company's argument, saying that the words used were not unique and the logos of the two brands were clearly distinct.
Join a growing community of media, marketing and advertising professionals today
Read exclusive registrant only articles
Read more articles each month
Sign up for free specialised news bulletins
Register NowGet unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Advertising Intelligence Market Reports.
Find out moreGet unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.
Upgrade accessGet the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.
Create an alert now
.jpg)
.jpeg)
