Eminem Takes Legal Action To Cancel Trademark Of Beach Umbrella Company ‘Swim Shady’

Eminem has filed a petition to cancel the trademark of Australian beach brand Swim Shady, citing a “likelihood of confusion” that could cause “damage and injury” by falsely suggesting an association with his music brand. The Sydney-based company, which sells beach products, faces allegations of infringing Eminem’s Australian trademarks, including those for Shady and Shady Limited. Swim Shady’s founders, Scott and Elizabeth Afrakoff, have vowed to defend their intellectual property, while emphasizing that, “Swim Shady is a grassroots Australian company that was born to protect people from the harsh Australian sun.” Legal disputes between Eminem’s team and Swim Shady continue in both the U.S. and Australia, with the company also filing non-use claims against Eminem’s trademarks there, while the rapper’s current petition was granted by the U.S. Patent and Trademark Office back in September. (People)