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Under Armour Looking to Kick A Little Ass – Ass Armor That Is

Posted on the 19 February 2015 by Worldwide @thedomains

The Baltimore Sun’s Lorraine Mirabella published an article on local athletic apparel maker Under Armour. It seems that Under Armour has not taken kindly to a company started in 2013 called Ass Armor. The company also apparently did a play on the Under Armour tagline “Protect This House” with one of their own “Protect Your Assets”.

From the article:

Snowboarder Casey Scherr started a company called Ass Armor in 2013 to sell shock-absorbing athletic shorts designed to protect the tailbone. Now, the Ft. Lauderdale company faces a trademark infringement lawsuit from Under Armour.

The $3 billion Baltimore athletic apparel maker also accused the snowboard shorts maker of unfair competition and cybersquatting for using the name Ass Armor and a tagline that could be confused with Under Armour’s. The defendant copies Under Armour by using similar lettering and putting the Ass Armor name along the shorts’ waistband, the lawsuit says.

“Making matters worse, similar to Under Armour’s well-known and widely promoted Protect This House tagline mark, defendants use, advertise and promote their Ass Armor mark, name and products… in connection with the Protect Your Assets tagline,” says the lawsuit, filed last month in U.S. District Court in Maryland.

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