Big Ten Claims Trademark Infringement In Lawsuit Against Clothing Line B10xB

The Big Ten has "filed a lawsuit" against clothing line B10xB and its principal shareholder, according to Darren Heitner of FORBES. The Big Ten "claims that the B10xB trademark, used as a domain name and in connection with merchandise," is infringing on its trademarks and diluting the conference's brand. The Big Ten is "seeking damages and injunctive relief" against Cesar Rodriguez and B10xB, which it "deems to be a threat to its registered marks." The Big Ten "claims that the defendants are knowingly and intentionally infringing on its trademarks, which has caused and continues to cause confusion among consumers as to the source, sponsorship and/or affiliation of the B10xB business." Heitner notes the lawsuit comes as the Big Ten is "concurrently defending against the NCAA in a separate case, wherein the NCAA has opposed" the conference's application to register the mark "MARCH IS ON!" (FORBES.com, 3/1).