News

• Google Expands UK Trademark Portfolio with New Technology-Focused Filing

  
  
  
  On 21st February, Google submitted a new trademark application in the UK 'Google Developers Groups', signalling a push into professional networking and developer-focused initiatives. The filing covers a broad spectrum of services, including business networking events, advocacy for software and hardware developers, and initiatives aimed at promoting women in technology. Additionally, the trademark extends to educational offerings, encompassing both virtual and in-person workshops, seminars, and training sessions tailored for the tech industry. Beyond professional development, Google’s filing also includes provisions for cloud-based software development tools and technical resources for hardware engineering. The following visualisation provides a detail of Google’s newly filed trademark, offering insight into its evolving branding strategy.
  
  

  
  

  10/03/2025

• Zalando Eyes Growth Amid AI Investments and Market Expansion

  
  
  
  Zalando, the Berlin-based fashion e-tailer, nearly tripled its net profit to €251 million last year, driven by an expanding brand portfolio and recovering online shopping trends. Despite a post-pandemic slump as consumers returned to physical stores, the company has regained momentum by focusing on premium and branded fashion, differentiating itself from price-focused competitors like Shein and Temu. Germany remains Zalando’s core market, but the retailer is set to expand into Bulgaria, Greece, and Portugal, increasing its footprint to 28 countries. Additionally, Zalando plans to finalise its acquisition of About You by mid-year, further consolidating its market position. Having weathered a valuation decline from a 2021 high of $28.4 billion to $6.2 billion in 2023, the company has shown signs of recovery, with its market cap climbing to $8.5 billion by late 2024. A key driver of its resurgence is its investment in AI-powered shopping tools, including a conversational assistant and trend-spotting technology, aimed at enhancing customer engagement and personalisation. While the long-term effects of these innovations remain to be seen, Zalando’s latest financial results suggest a positive trajectory, reinforcing its status as a leader in Europe’s online fashion industry.
  
  

  
  

  06/03/2025

• Adidas Seeks Extension to Challenge 'STEALTH ROYALTY' Trademark Over Brand Similarity

  
  
  
  On 3rd March, Adidas filed a request in US for an extension of time to oppose STEALTH ROYALTY, a trademark application by Stealth Royalty covering a broad range of apparel, including footwear, athletic wear, and headwear. The German sportswear giant is expected to argue that the mark closely resembles its own STEALTH trademark, as well as elements of its distinctive branding. Adidas’ legal stance will likely focus on the potential for consumer confusion, particularly in relation to the visual and phonetic similarities between the contested mark and its own trademarks. With a long-standing reputation for defending its intellectual property, Adidas’ move signals a potential legal challenge aimed at preventing dilution of its brand identity in the competitive sportswear and fashion market. The following visualisation provides a comparative analysis of the STEALTH ROYALTY trademark and Adidas’ well-established logo patterns, illustrating the potential grounds for opposition.
  
  

  
  

  04/03/2025