The Sneaker Saga: Puma’s Patent Pitfall and Rihanna’s Role

Introduction The fashion and footwear industry often finds itself at the crossroads of innovation and intellectual property challenges. A recent ruling by the General Court of the European Union has brought to light the complexities of design patents in the age of social media influence.

Background Puma, a titan in sportswear, faced a significant setback when its registered Community design for sports shoes was declared invalid. This decision was influenced by the prior disclosure of a shoe model by none other than pop icon and Puma’s creative director at the time, Rihanna¹.

The Dispute The case revolved around images posted on Rihanna’s Instagram account in December 2014, showcasing white trainers with a thick black sole. These images were not just any casual post; they marked her signing as Puma’s creative director. When Puma attempted to register the design in August 2016, it was challenged by Handelsmaatschappij J. Van Hilst (HJVH), leading to a declaration of invalidity by the EUIPO¹.

Court’s Decision The General Court dismissed Puma’s action against the EUIPO’s decision. The court upheld the assessment that the Instagram images were sufficient to demonstrate the prior design’s disclosure. It was a clear message that even a global celebrity’s social media post could have far-reaching implications on intellectual property rights¹.

Implications for Businesses This case serves as a cautionary tale for companies on the importance of understanding the impact of social media on intellectual property. It highlights the need for a strategic approach to IP management, especially in collaborations with high-profile influencers.

Conclusion The Puma-Rihanna patent dispute underscores the evolving landscape of intellectual property in the digital age. Businesses must navigate these waters carefully, balancing innovation with the meticulous safeguarding of their designs.

Key Takeaways

• The importance of timely registration of designs and understanding the public disclosure implications.
• The role of influencers and social media in the visibility and potential disclosure of designs.
• The necessity for robust IP strategies to protect design integrity and company interests.