AJAX Academy- soccer school in Dubai

A difficult question for many companies that are active beyond the border is where to register the trademark. Just on the home market or in other countries as well. For companies that also do a lot of merchandising this is very important. AFC Ajax has registered its logo in the Benelux, a few countries in Europe, Russia and the United States.

The soccer club was therefore unpleasantly surprised when they found out, through the Twitter account of an ex player, Mido, that he opened the Ajax Academy in Dubai. Mido was surrounded by players wearing Ajax shirts, which also showed their sponsors. Not good for the club and also not for the sponsors. Public relations spokesman Brinkhuis has indicated that Ajax has nothing to do with this initiative and that it is considering legal steps. (Photo: Twitter)

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IP quiz Trademarks

Puma is one of the bigger sports and lifestyle brands in the world. The core-business is the design, development and sale of (sports) shoes, (sports) clothing and accessories. In 1960, Puma registered an international trademark for a device designed in 1958: the formstrip. Since then, Puma has registered approximately 90 formstrip trademarks with validity in the Benelux or the European Union. Puma claims that this is a serial mark. Monshoe is a wholesaler of women's shoes and related products. The company designs and develops Monshoe shoes which it largely markets itself. Monshoe sells its women's shoes under the brands Shoecolate and Pearlz. The shoe Shoecolate is offered in various colour combinations. Puma claims that Monshoe infringes its well-known formstrip trademark. Monshoe contradicts this and states that the average consumer will not perceive the device of Monshoe on the sneakers as a trademark. And if the public will recognize a trademark in the decoration, it will not make the connection to Puma. According to Monshoe, the formstrip logo is not a well-known trademark within the meaning of the BVIE and the UMVo. There is no likelihood of confusion because the sign does not or hardly evoke any association with Puma among the public. In light of the above, who is right? Does this constitute decorative use or linking to a well-known trademark?