Rihanna’s social media post has likely inadvertently caused a loss for puma in the European Union with a courts ruling that a sneaker design from the brand can’t be legally protected by trademark back in 2014 the billionaire multi-hyphenate made a post on Instagram that announced her role as the creative
Director of puma in the photo she can be seen wearing a pair of sneakers with a chunky Soul on the dotted line # Puma she captioned the photo in 2016 Puma attempted to file a patent with the European Union’s intellectual property office for the shoe seen in that photo
But was met with opposition from Dutch shoe wholesaler JH van hilst who argued that the shoe couldn’t be patented because it was already in the public domain as the pop icon had shared its design to millions of people via her IG post over a year prior when van hilst
Won the case Puma went to court again to get the Judgment reversed but as of Wednesday March 6th a year European Union Court ruled against the shoe manufacturer once again the general court dismisses the action brought by Puma against that decision read a press release about the decision the general court upholds eo’s
Assessment that those images of Rihanna wearing the shoes are sufficient to demonstrate the disclosure of the prior design and that that disclosure could have become known to the circles specialized in the sector concerned the court continued in that regard it states that the images taken from the Instagram account named badel
Reri published in December 2014 make it possible to identify with a naked eye or by enlarging those photos all essential features of the prior design in that context the general court rejects Puma’s arguments that nobody took an interest in Rihanna’s shoes in December 2014 and that nobody therefore perceived the
Prior design the Judgment however only extends to Puma’s position in the European Union it does not extend to Puma’s right right or lack thereof to trademark the shoes in the United States meanwhile Rihanna’s relationship with Puma continues last September rih R’s Fenty brand teamed up with Puma to unveil
Their first sneaker collaboration as the singer put her spin on the classic Avanti model the reimagined king of anti was announced on September 7th through a series of photos and teaser Clips it arrived at Puma retailers on September 15th with a retail price of16 digging into Puma’s archives is always
Incredible Rihanna told Vogue there is so much history and Legacy here and I wanted to honor that by paying tribute to the Avanti the king is the Shu Brazilian football player Pelle played in and made very famous and I know people are looking forward to their
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