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107 Trademark Rep. 1238 (2017)
Puma SE v. Forever 21, Inc.: Puma's Fenty Slides May Not Have the Traction for the Uphill Battle against Forever 21

handle is hein.journals/thetmr107 and id is 1282 raw text is: Vol. 107 TMR COMMENTARY PUMA SE v. FOREVER 21, INC.: PUMA'S FENTY SLIDES MAY NOT HAVE THE TRACTION FOR THE UPHILL BATTLE AGAINST FOREVER 21 By Jessica Cohen-Nowak* I. INTRODUCTION In 2014, Puma SE and its subsidiaries, including Puma North America Inc. (together referred to as Puma), were quickly losing their share of the athleisure market (i.e., athletic footwear and apparel that is designed for its aesthetic rather than a utility in fitness) to Nike and Adidas. Looking for a way to rebrand itself, Puma began collaborating with the famous music artist, Rihanna, to design and market a female-targeted clothing and footwear line under the Puma Fenty label. The Fenty footwear line contains three shoe designs that are the subject of Puma's lawsuit against Forever 21, Inc. (Forever 21) filed in the United States District Court for the Central District of California.' The three shoe designs were the Creeper Sneaker (launched in 2015), the Fur Slide (launched in 2016), and the Bow Slide (launched in 2017), which appear as shown below.2 Creeper Sneaker Fur Slide Bow Slide All three Fenty designs had great commercial success.3 The Creeper Sneaker was awarded Shoe of the Year at the 2016 * Associate, Andrews Kurth Kenyon, Associate Member, International Trademark Association. 1. Pls.' First Am. Comp. at ¶ 7- 10, PUMA SE v. Forever 21, Inc., 2:17-CV-02523, No. 13 (C.D. Cal. Apr. 4, 2017). 2. Id. 3. Rachel Allen, Footwear News, How Rihanna and Puma Dreamed up the Most Desirable Shoe of 2016, available at http://footwearnews.com/2016/influencers/collaborations/ rihanna-puma-fenty-creeper-footwear-news-achievement-awards-fnaa-shoe-of-the-year-2801 24/ (The Creeper has continued to be a best-seller, and Rihanna's partnership with Puma has expanded to include the release of a trainer, a faux-fur slide and two hot-ticket runway 1238

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