If imitation is the sincerest form of flattery, why isn't Electronic Arts blushing at the compliments inadvertently (or on purpose) bestowed upon them by Energy Armor? Because lawsuits take care of these sorts of things in corporate America, of course. Electronic Arts has sued Energy Armor, who do business using the same initials and because their logo looks suspiciously like EA's.
The Florida-based fitness company is being accused by EA of "intentionally deceiving consumers" by using the same initials and a logo with a trapezoidal shape similar to the one used by Electronic Arts. The company filed its complaint California. The company also takes issue with Energy Armor using celebrities and sports teams associations to sell its products, because it is "similar to how Electronic Arts advertises and markets its EA Sports products," the complaint reads.
"Energy Armor's use of the Energy Armor EA Mark is likely to cause confusion, or to cause mistake, or to deceive consumers as to an affiliation, connection, or association between Energy Armor and Electronic Arts," the company wrote it its complaint. "Indeed, consumers are likely to believe that Electronic Arts is the source of Energy Armor's EA-branded products or has authorized or licensed Energy Armor."
Electronic Arts also says that it has asked Energy Armor to stop using the logo formally but those requests have gone unanswered. Now it is asking a Californian court to stop Energy Armor from using its EA mark immediately, that all material bearing the mark be "delivered and destroyed," and that the United States Patent and Trademark Office should refuse the company's pending registration for its mark.
Naturally EA is seeking undisclosed damages related to lost profits, profits generated by Energy Armor merchandise bearing the logo in dispute, damages for "corrective advertising," and attorneys' fees.
Thanks to Andrew Eisen for the tip.