Columbia Sportswear is taking legal action against Columbia University, claiming the university’s merchandise closely resembles its brand. This lawsuit, filed in July 2023 in the U.S. District Court for Oregon, hinges on issues of copyright infringement and breach of contract.
Columbia Sportswear has been using the name “Columbia” since 1938. In 2023, the university and the retailer agreed on how the university could use the name on apparel. The agreement stated that any use of “Columbia” should include the university logo, the word “university,” or references to its long history dating back to 1754.
However, Columbia Sportswear alleges that in 2024, the university began selling items that did not follow these guidelines. They claim the university’s products, particularly those in a bright blue color, could confuse shoppers, leading to mistaken purchases.
This legal dispute isn’t just about brand protection; it’s also about reputation. Columbia Sportswear states that the confusion caused by the university’s actions harms their brand’s image and customer trust.
Columbia Sportswear is asking the court to halt the university’s sales of these items, recall any that are already sold, and donate the remaining stock to charity. If they win, they are seeking three times the damages determined by a jury.
Interestingly, this lawsuit comes at a challenging time for Columbia University. Recently, they reached a settlement of over $220 million with the Trump administration to recover federal research funding lost earlier in the year. As part of this settlement, the university will pay $200 million over the next three years.
This case highlights the ongoing tension in brand identity, especially in higher education. According to a recent survey, 82% of consumers trust brand transparency. The mix-up around brand representation can impact that trust significantly. The outcome of this legal battle may set important precedents for how educational institutions and commercial brands use similar names and logos.
For further details, you can refer to the full court documents and statements released by the parties involved.
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