American rap superstar Eminem has launched legal action against a Sydney-based beach accessories company, claiming its brand name Swim Shady infringes upon his famous Slim Shady trademark.
The Legal Battle Begins
The 53-year-old chart-topper, whose real name is Marshall Mathers, filed a formal petition with the US Patent and Trademark Office seeking cancellation of the Australian company's trademark. According to the BBC, American law requires Swim Shady to respond to the petition by the end of this week.
Eminem's legal team has accused the Sydney brand of creating a false association with the renowned artist, potentially confusing consumers about any connection between the rapper and the beach products company.
Swim Shady's Business Evolution
The Australian company initially filed for a trademark under the name Slim Shade in September 2023 before officially launching in 2024 under the current Swim Shady brand. The company only sought US trademark protection earlier this year.
Swim Shady specializes in portable beach umbrellas, swim bags and various other coastal accessories. The brand is represented by Sydney intellectual property law firm Meyer West IP in this dispute.
Eminem's Trademark History
Eminem originally trademarked the name Slim Shady back in 1999 following the release of his breakthrough album of the same name. This isn't the first time the rap icon has taken legal action to protect his intellectual property.
Previous targets have included clothing brand Shadzy, sunglasses company Shady Character, and more recently, Real Housewives stars Gizelle Bryant and Robyn Dixon over their Reasonably Shady podcast trademark attempt.
The outcome of this latest trademark clash could have significant implications for both the Australian small business and the protection of celebrity-associated brands in international markets.
