A growing number of our clients come from the sporting goods industry.
Brands are critical to a business’ success in every industry, but especially with sporting goods. Strong brands in the sporting goods industry gain strong customer loyalty, which produces repeat buyers willing to pay premium prices. At the heart of branding is the complex world of trademark law.
A trademark is a symbol of the origin of a product, which enables consumers to recognize the source of the product they are considering buying. Trademarks can be a word (e.g., Adidas), a symbol (e.g., Nike swoosh), a number (e.g., No. 2), a color, a shape, a sound, or even a smell.
Buyers rely on trademarks as a quick and reliable guide to assure the quality they seek, and to distinguish between products offered by competing companies. Trademarks help companies build a reputation in the market and develop and retain a loyal clientele, by instilling consumer confidence and trust in the products they sell. The goodwill associated with a successful sporting brand can be a tremendous commercial asset.
The association of trademarks at sporting events can benefit the brand by appealing to the aspirations and emotions of sports fans. A well positioned brand will become a symbol of a specific sporting lifestyle. Thus the brand becomes a way to live, not just a product to buy.