During its 50-year history, adidas had spent heavily to establish its three-stripe logo as a symbol for athletic achievement. When value-priced shoe retailer Payless ShoeSource started selling athletic shoes with four or two perpendicular stripes, Adidas brought an action against Payless. Adidas claimed Payless' lower-price athletic shoes could dilute its famous emblem in the heads of consumers and tarnish its brand by association with a lower-quality product.
In the year 2008, the jury giving $305 million, believed to be the biggest verdict in a trademark case. In this case students examine brand status and the histories of Adidas and Payless too as both businesses' legal arguments before discussing consumer psychology, branding, and whether the jury made the right selection.
PUBLICATION DATE: September 12, 2011 PRODUCT #: CU34-PDF-ENG
This is just an excerpt. This case is about GLOBAL BUSINESS
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