Eminem has filed a legal challenge against Australian beach umbrella brand Swim Shady, claiming its name is too similar to his iconic Slim Shady persona. The rapper argues that the brand’s U.S. trademark could mislead consumers into thinking he’s affiliated with the company. His team cites longstanding trademark rights dating back to 2001 and warns of potential brand dilution. Swim Shady, known for compact beach gear, has registered trademarks globally. While the dispute doesn’t yet block the brand’s use of the name, it could revoke its U.S. registration. The case highlights growing celebrity efforts to protect personal branding and identity.
by rrollins
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