In 2013, snowboarder Casey Scherr (“Scherr”) created a line of shock-absorbing athletic shorts designed to protect the tailbone, branding the line “Ass Armor.” Recently, Scherr’s company filed a trademark application for the ASS ARMOR mark, which apparently is causing pain in Under Armour’s backside. The $3 billion athletic apparel maker has responded by filing a trademark infringement lawsuit alleging the two marks are likely to cause confusion in the marketplace. Under Amour has also taken issue with Scherr’s use of “Protect Your Assets,” which bears a slight, albeit humorous, resemblance to Under Armour’s “Protect This House” mark. Under Armour has had similar trademark disputes with shoe and apparel makers using variations of “Armour” or “Protect This House.” Looks like Under Armour just wants to be sure it covers its butt in this case too.

Source: http://www.baltimoresun.com/business/under-armour-blog/bs-bz-under-armour-lawsuit-20150218-story.html

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