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Under Armour Files Lawsuit Against Nike

Company filed a trademark infringement and unfair competition lawsuit over the use of the phrase “I will.”

NIKE’S “I WILL” HEADACHE: Under Armour Inc. on Thursday filed a trademark infringement and unfair competition lawsuit against Nike Inc. in a Baltimore federal district court over the use of the phrase “I will.”

The Baltimore-based Under Armour said in the lawsuit it has used its trademark tagline “I will” as part of its marketing on products and packaging since 1998. Under Armour also said the tagline is used in combination with other taglines, such as “I will protect my home court” and “I will finish what I started.” It said Portland-based Nike’s recent use of the phrase in various sentences used in advertising campaigns starting in late 2012 is likely to cause consumer confusion. It also said that Nike’s unauthorized use of the “I Will trademark/tagline” is likely to dilute the distinctiveness and value of Under Armour’s slogan.

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Under Armour is seeking a permanent injunction and unspecified damages.

A Nike spokeswoman declined comment.

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