Everyone knows the iconic Puma logo – the jumping Puma that adorns sneakers and sportswear. In a recent legal dispute, the German sporting goods manufacturer Puma took action against a company from a completely different industry. This company wanted to use a similar image logo.
The fight is not yet decided. But after more than a decade of legal battles, Puma appears to have convinced the European Union court of widespread protection as a well-known trademark.
Wildcat in unknown terrain
In 2013, Italian engineering company CMS Italy attempted to trademark a logo featuring a leaping predator and the company name. This brand should be used for industrial machinery and equipment; i.e. completely different products than sports shoes or sports clothing. Nevertheless, Puma saw a danger in this trademark application and filed an objection with the European Union Intellectual Property Office (EUIPO).
The company relied on the extended protection that well-known brands enjoy in the EU. This protection also applies in particular against the use of a similar symbol for other products. The idea behind it is clear: a strong brand with an excellent reputation must not be abused by third parties. They could try to profit from the popularity or weaken the exclusivity of the brand.
Like dogs and cats?
In order to win, Puma had to prove that the brand was so well known that it also enjoyed protection outside of its own industry. Market research studies, sponsorship campaigns and sales figures can be used for this purpose.
In the first instances before the EUIPO, Puma’s application was repeatedly rejected. The company then went to the General Court of the European Union, the European court responsible for trademark matters.
Puma recently won an important victory there in October 2025. The court ruled that EUIPO had to re-examine the case because it had not correctly assessed the level of awareness. Although the EUIPO recognized that Puma had “at least an average level of awareness”, it had not determined the exact level of awareness.
The court accepted that it was not necessary to determine specific levels of awareness in all cases. However, it ruled that in such a case at least the hypothesis most favorable to the losing party must be taken into account.
Because the higher the level of awareness, the greater the protection. This also makes a connection between two similar logos quicker, even in completely different industries. In other words: The EU court decided that the most favorable scenario for Puma must also be examined. The question arises: assuming that Puma’s logo has an extremely strong reputation, what does that mean for the assessment of the trademark applied for?
The EUIPO must now address this issue again, taking into account the court ruling.
Extended protection for well-known brands
This case illustrates the strength of a well-known brand. According to European trademark law, well-known brands such as Puma, Coca-Cola or Chanel can take action against similar brands. This applies even if the products or services have nothing to do with each other. This rule is often used to prevent brand dilution or compromising the exclusivity of a top brand.
Why is this important? A fashion brand builds its name through years of investment in design, marketing and quality. It goes without saying that the resulting unique position cannot simply be diluted by the use of third parties. This applies even to completely unrelated products. The unique association of logo and brand must be protected.
Impact on the brand strategy of fashion companies
Finally, we give some tips for a successful brand strategy:
Actively protect your brand: Register your trademark in the relevant countries and classes. Consider registering important and valuable variations such as logos, wordmarks, or slogans. The broader your protection, the stronger your position against potential infringers.
Build your brand reputation: A strong, well-known brand not only has marketing value, but also legal advantages. Investments in brand awareness, from eye-catching campaigns to celebrity collaborations, pay off in protection. In the event of a conflict, proof of widespread awareness through market shares, media presence, awards or collaborations will strengthen your position.
Watch the market: Monitor the publication of new trademark applications and the use of marks in the market. Big brands like Puma have teams or agencies that monitor the market. But even as a smaller fashion brand, it is possible to set up a notification for the publication of similar trademark applications via the EUIPO.
Prevention is better than cure: A timely objection can prevent a long legal process. Don’t be afraid to act, but be prepared: always keep track of investments in brand awareness and market value and the date on which they were made.
With a smart approach, a registered trademark offers comprehensive protection for the image, reputation and notoriety of a fashion company.
This case confirms once again: the better known the brand, the greater the scope of protection, even against companies in completely different industries.
Written by Judith Bussé, lawyer at PIVOT law. PIVOT is a law firm with a new and creative approach focused on transparency, authenticity and sustainability. In the fashion industry, she advises both large and smaller designers and companies on intellectual property issues, licensing, ESG and the general regulatory and commercial framework.
This article was created using digital tools translated.
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