Under Armour trademark dispute puts startup plans on hold
Andrei Mincov's commentary on the original article
As I always say, there's no reason in the world to spend a minute of your life or a dollar out of your pocket building a brand you don't own. They started small, unnoticed, got to the point when they wanted to trademark their brand, which attracted Under Armour's army of lawyers. Now they're in a bind. Had they started the trademarking process right away, they might not have become successful with the trademark, but there would have certainly been a lot less at stake and the cost of rebranding would have been a lot lower.