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Marketing and Sponsorship

Converse Files Lawsuits To Protect Popular Chuck Taylor Shoes From Copycats

Converse is "filing lawsuits against 31 companies, accusing them of trademark infringement on its widely recognizable Chuck Taylor shoe," according to Rachel Abrams of the N.Y. TIMES. Converse, owned by Nike, said that some of its "core elements have been co-opted by the likes of Walmart, Kmart and Skechers." In U.S. District Court in N.Y., Converse is "suing for monetary damages, which would be determined at trial." The company said that its "main goal, though, is to get impostors off store shelves." Converse also is "pursuing a complaint" with the Int'l Trade Commission, and if it "prevails, any shoes considered to be counterfeit could be stopped from entering the country." Converse "claims that 31 retailers and manufacturers have infringed on one or more of its shoe's trademark designs." Converse also said that it has "written more than 160 cease-and-desist letters to companies it has accused of infringing on its designs, which are trademarked, a designation that does not expire." Converse President & CEO Jim Calhoun: "We continue to see sort of an explosion, if you will, an increase in knockoff activity. Cease-and-desist letters aren't enough" (N.Y. TIMES, 10/15). In N.Y., Selim Algar notes Converse also is "lacing into big-name alleged copycats such as Ralph Lauren and Tory Burch." Converse said that Ralph Lauren's $25 "Ranell" shoe is a "virtual twin" of the $45 Chuck Taylor. The suit "also slams" designer Ed Hardy and H&M. Converse said that while knockoffs "'used to be a rarity,' they picked up in recent years, making the court action necessary" (N.Y. POST, 10/15). In Portland, Allan Brettman notes Nike purchased Converse in '03 for about $310M. Last year, Converse "accounted for nearly" $1.7B in sales, a 16% increase over the $1.45B the previous year (Portland OREGONIAN, 10/15).

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