Out of the frying pan and into the fire. That’s what PUMA has faced this week as fast-food giant In-N-Out Burger has filed a trademark infringement agains the company. It is reported that the German sportswear brand used its trademarks and trade dress (i.e. recognisable visual characteristics) without permission.
Last month, PUMA joined forces with Chinatown Market’s Mike Cherman on a new collaborative sneaker. Taking hold of the classic Cali-0 silhouette, the duo gave birth to the Cali-0 Drive Thru CC, appearing to pay homage to the ever-popular In-N-Out burger chain. Predominately all-white, the sneakers boasted red and yellow accents, as well as palm tree laces, that so happens to be a federally protected trademark of In-N-Out.
Sneakers and Burgers!
"Puma X In-N-Out Burger Cali-0 Drive Thru CC" •Blazing Yellow• | 16th February @afewstore | Shop Link: https://t.co/dj4VxkS8Xt#cali0 #pumacali0 #innoutburger pic.twitter.com/OF4yUh50D7
— AFEW STORE (@AFEWSTORE) February 15, 2019
According to reports, PUMA had never explicitly referenced the restaurant but retailers and publishers incorrectly referenced the shoes as a collaboration between PUMA and In-N-Out. In addition to this, the sneaker marketing material included some very obvious references of the chain, with images having the sneakers placed next to burgers and other menu items as well as in front of staff.
The move by the fast-food chain isn’t exactly surprising as Chinatown Market is known for flipping logos and designs and appropriating them.
Stay tuned for further developments.