ESPN.com's Darren Rovell reported California Chrome co-Owners Steve Coburn and Perry Martin have "filed to trademark the horse's name." Coburn, Martin and their wives, who "make up the horse's ownership entity of Dumb Ass Partners, filed for the trademark" last Thursday before the horse won the Preakness Stakes. The owners "hope to trademark the phrase on athletic apparel including 'shirts, pants, jackets, footwear, hats and caps'" (ESPN.com, 5/20). In Louisville, Jonathan Lintner reported Kentucky-based Jae Enterprises "filed to trademark the California Chrome name for its line of wheel covers, hub cap covers and metal auto parts" in '07. But the patent states, "No claim is made to the exclusive right to use 'chrome' apart from the mark as shown" (COURIER-JOURNAL.com, 5/20).
TAKING IT TO ANOTHER LEVEL: In Salt Lake City, Matthew Piper reported clothing company Level 7 Sports is suing the Univ. of Utah athletics department for a "range of claims that includes alleged fraud, negligence, breach of contract and retaliation for whistle-blowing." Level 7 said that its relationship with Utah "soured after it brought to light 'certain deals and relationships ... that level 7 deemed inappropriate.'" The brand said that Utah "reneged on agreements after pressure" from Under Armour (SALT LAKE TRIBUNE, 5/20).
FEELING ENERGIZED: NOS energy drink released its new digital campaign, "You Only Live NOS." The campaign features NASCAR driver Ricky Stenhouse Jr. and former UFC fighter Georges St-Pierre, with spots appearing on MMA and auto racing websites (THE DAILY).
