Fashion company Superdry has filed a High Court lawsuit against Manchester City, claiming that the team’s training gear violates their trademark.
In the summer, City announced that in 2023–2024, apparel for men and women will showcase the beer maker Asahi Super “Dry.” The maker of sports casual clothing claims that “the differences between Super ‘Dry’ and Superdry are so insignificant that they may go unnoticed by the average consumer.”
Superdry submitted paperwork to the London court in December asking for an “injunction to restrain” City from using its name. The fashion business is continuing to pursue costs even though it is “presently unable to quantify the exact financial value of this claim.”
The complaint contained numerous pictures of the players in training attire and described how the team announced in July that “Super ‘Dry’ Asahi 0.0%” would be carried on sportswear, including “long-sleeved zip tops and short-sleeved shirts.”
In July, City launched the “new non-alcoholic version of the Asahi iconic brand,” which is the official training equipment partner of the team.
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