Every year, on April 26, IP supporters are eager to put intellectual property in the spotlight with the World Intellectual Property Day. In 2026, the focus will be on sport, a sector in which technology, design and branding are constantly evolving.
The world of sports has long been more than just sport. Think of innovative materials, smart wearables, merchandising, globally known club identities and sponsorship deals with well-known or lesser-known brands. Behind this is often a less visible, but crucial factor: well-built IP protection.
When even iconic sports brands miss the hurdle
A recent ruling in the sports and fashion world shows how important a careful brand strategy is. In a British case between Adidas and the fashion house Thom Browne, a series of well-known “three stripes” position brands of Adidas were critically examined.
A position mark is a specific form of trademark protection that protects the unique position or placement of a sign (such as a logo, label, pattern or colour) on a product.
The discussion was therefore not about the use of the stripes as such, but about the formulation and demarcation of the trademarks. The descriptions of the placement and extent turned out to be insufficiently precise, making it unclear exactly where the protection began and ended. This uncertainty turned out to be decisive and several registrations stumbled over the formal requirements.
Lesson learned: familiarity is no guarantee for the podium
This case makes one thing clear: a brand can be commercially strong, but still legally vulnerable.
Especially with non-classic trademarks, such as position marks, patterns or designs, the formal requirements are often stricter. The registration must be so clear that third parties can deduce from the register exactly what is protected and what is not.
Anyone who leaves too much room for interpretation runs the risk that a trademark will be challenged or even declared invalid.
Let yourself be guided by an expert coach
For many entrepreneurs, trademark registration seems to be a purely administrative exercise. In reality, it requires strategic choices, including:
- The right type of brand
- correctly and thoughtfully described products and services
- The right visual representation
- a clearly formulated description
What at first glance seems like a “broad” protection may turn out to be just too vague from a legal point of view. Mistakes made during the dismount are often difficult, if not impossible, to correct later.
Just like in top sport, thorough and professional preparation pays off. A well-thought-out strategy with the right guidance by a ‘coach’ helps to avoid risks and injuries.
We coach our clients to register their trademarks correctly, clearly and future-oriented, so that they reach the finish line not only today, but also tomorrow.
