Columbia Sportswear is unhappy with some of the merchandise sold by Columbia University. The Portland-based outdoor company is suing the university over trademark infringement and breach of contract.
Like many colleges, Columbia University has an online store where students, alumni, and fans can buy university gear. However, Columbia Sportswear claims that some of these items look too much like what it sells in its over 800 stores. The company fears this could confuse consumers.
In its lawsuit, filed in U.S. District Court, Columbia Sportswear argues that the university broke a 2023 agreement. This deal limited how the university could use the name “Columbia” on its products. According to the terms, the university could use “Columbia” on merchandise if it included a recognizable logo, the word “university,” or other identifiers. In return, the company would refrain from legal action.
The company has held the trademark for “Columbia” related to outdoor clothing since 1996. The lawsuit points out examples of alleged violations, including items that showcase “Columbia” in bold font without appropriate branding. The sportswear brand is particularly concerned about the blue color used by the university, which it says closely resembles its own signature shade.
Last year, Columbia Sportswear attempted to discuss the issue with the university but says those talks were ignored. The university has continued selling the disputed merchandise.
Interestingly, the university is currently facing scrutiny from political figures regarding its handling of student protests about various issues, including the Gaza conflict. This has diverted attention away from the lawsuit, even as the university recently settled with the federal government for $200 million to restore federal funding, which had been frozen due to unrelated controversies.
While the lawsuit doesn’t touch on these political matters, it does seek a jury trial. Columbia Sportswear wants the university to stop selling the offending items, recall any sold, and donate remaining stock to charity. The company is also seeking triple damages based on jury findings.
As for trends, a recent survey indicated that nearly 70% of consumers find university-branded apparel important for expressing school pride. This makes the clarity of branding even more crucial. Misleading consumers could not only harm Columbia Sportswear’s reputation but also affect how fans connect with their university.
For more context on trademark issues, the U.S. Patent and Trademark Office provides resources and guidance on protecting intellectual property.
This case highlights the challenges companies and institutions face in branding, especially when names and visuals overlap. The ongoing legal dispute will likely set a precedent for how colleges can use their names on merchandise in the future.
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Portland | Business | Lawsuit | University
