By  on September 30, 2008

A Georgia-based apparel company has accused Jay-Z and Iconix Brand Group Inc. of trademark infringement over the use of the phrase “I will not lose.”

According to documents filed in federal court in Atlanta last week, I Will Not Lose LLC has created apparel under that name since 2004. In its complaint, the company takes issue with the use of the tag line in an advertising campaign for the Iconix-owned and Jay-Z-founded Rocawear apparel brand. As part of the campaign, Rocawear registered the Web site domain iwillnotlose.org, launched a channel bearing the name on YouTube and made the phrase a prominent part of its print ads.

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