New Balance achieved a significant triumph in court, with compensation of 10 million yuan (US$ 1.4 billion), in its case against the Chinese brand New-Barlun, which uses a logo -the ‘N’ in italics- that’s similar to that of the famous American company.
The Pudong New Area People’s Court also ordered New-Barlun to immediately cease its unfair competition, as well as to make a public statement.
The court found in its ruling that New Balance is very popular with Chinese consumers and that it owns a large share of the sneaker market, as well as that its “New Balance” and “NB” brands are registered, as is the “N” in italics since 2010.
New-Barlun, meanwhile, is a Fujian-based brand that has a very similar logo and that has produced a large number of sneakers that, according to New Balance, are part of an unfair competition campaign that damages its brand.
New-Barlun argued that it also had the ‘N’ registered as part of its brand, but the court found that its use in the sneakers, in the same place that New Balance usually places it and in the same way, was an obvious reference that could confuse consumers.
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