In 2016, lululemon filed a trademark application for “Align.” Thereafter, AAW also attempted to trademark “Aliign,” but had its application rejected based on “likelihood of confusion.” AAW sued lululemon for infringement, claiming that it had created reverse confusion with its Align line of athletic apparel, bags, and yoga mats. Then in 2015, lululemon started placing the “Align” label on yoga apparel, and proceeded to market over $1 billion worth of leggings and other apparel. Lululemon started selling its “Align” yoga mats in 2008. In its complaint, AAW alleged that it had been using the name “Aliign” since at least 2011, before lululemon began its own line of products with a similar-sounding name. Court of Appeals for the 9th Circuit upheld a summary judgment ruling in favor of lululemon, thereby ending a massive claim for trademark infringement over the company’s use of the name “Align” in one of its yoga lines.Ī Los Angeles-based competitor called Aliign Activation Wear (AAW) sued lululemon and the company willfully infringed on AAW’s trademark. A sign is displayed on a lululemon retail store in California showing the retailer’s name and service mark.Īthleisure giant lululemon (the name is officially stylized in lowercase type) just successfully defended a $20 million trademark lawsuit - in large part because its yoga clothes are expensive and appeal to consumers who know what they’re buying.
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