Under Armour in trademark battle with Chinese brand

By

Benjamin Fitzgerald

Published
May 17, 2016

American sports apparel company Under Armour has accused Chinese retailer, Uncle Martian, of trademark infringement saying the sports retailer copied its famous red-and-white logo.

​Under Armour's logo, a letter “U” on top of an upside-down “U,” was picked up in Uncle Martian's logo design by many Chinese Internet users this month, when the brand launched online via social media. Uncle Martian has the same two-U configuration, but the letters do not touch.

Under Armour said in a statement that it’s aware of Uncle Martian’s logo, accusing the Chinese company of plagiarism.

“Uncle Martian’s uses of Under Armour’s famous logo, name, and other intellectual property are a serious concern and blatant infringement. Under Armour will vigorously pursue all business and legal courses of action,” Erick Haskell, managing director of Under Armour Greater China, said in a statement.

However, the Chinese sports apparel company is dismissing allegations that its logo bears resemblance to the one used by Baltimore-based Under Armour.

A spokesman for Uncle Martian told China Real Time that the brand has “nothing to do with” Under Armour – and its US competitor had yet to make any formal complaint to the company.

“We haven’t heard from Under Armour yet. They haven’t contacted us about anything,” said Zheng Maoxin, head of the marketing department for Uncle Martian’s parent company, Fujian Tingfeilong Sports Good Co., based in the city of Jinjiang.

The case has now made its way to China’s Supreme People’s Court.

A brand favourite in mainland China, Under Armour has seen its sales in China almost triple in the first quarter of this year compared with the same period last year.