Battle of the Brands: Under Armour Sues Skechers for Copying ‘I WIll’ Ad

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At Under Armour, “Protect This House” is not merely a slogan for the sweat-soaked gym-goers who buy all of the apparel. It extends to the entire company — even the legal department. In the latest case of the company protecting its copyrights, our local sports apparel giant is going after Skechers.

In a lawsuit filed in federal court, Under Armour lawyers allege that Skechers “slavishly copies” Under Armour’s “Protect This House. I Will” ad. In case you don’t remember, here’s the original Under Armour ad:

The Skechers ad features average gym-goers doing the same activities as the celebrity athletes in Under Armour’s ad, like boxing, climbing and swinging those cool ropes. For good measure, UA also cites a 2001 Forbes article that flags Skechers founder Michael Greenberg as a “practiced knockoff artist.” Good thing Forbes isn’t the judge! Here’s the Skechers ad:


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