Nutrition Firm Suing Gatorade
Gatorade is known as the biggest provider of sports drinks and nutritional products in the world. They have controlled the industry by being the first company to create a market of sports drinks for athletes. Competition to them has come and gone throughout the years, but Gatorade has been able control the masses, despite several other companies coming onto the scene. However, their biggest threat to date may be coming in the form of a lawsuit from a Chicago-based nutrition company called SportsFuel.
SportsFuel is suing Gatorade claiming the sports drink mogul used its name for a new branding campaign. Gatorade launched an ad campaign calling themselves the “Sports Fuel Company”, which eventually lead to marketing products such as protein bars, sports drinks, and more under that slogan. SportFuel offers custom nutrition programs for people ranging anywhere from amateurs to professional athletes. Though in the same space of nutrition, the two entities have very different routes for success. SportsFuel’s argument is that they patented and trademarked the term in 2008. It will be interesting to see how the lawsuit turns out in this “David vs. Goliath” legal battle.
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