When “KINGS ARMOR” Conflicts with “UNDER ARMOUR”: A Lesson in Trademark Confusion

At ShinyRise, we often help clients understand how trademark rights protect their brands and what happens when someone’s mark is “too close for comfort.” A recent case (March 26, 2025) before the U.S. Trademark Trial and Appeal Board (TTAB) offers a helpful real-world example.

✅ What Was This Case About?

The athleticwear giant Under Armour, Inc. filed a petition to cancel the registered trademark KINGS ARMOR. The company claimed that the new mark was too similar to its own well-known brand, UNDER ARMOUR, and could confuse consumers.

The TTAB agreed and cancelled the KINGS ARMOR trademark based on the legal concept of “likelihood of confusion.”

Let’s break down what that means in plain English.

⚖️ What Is “Likelihood of Confusion”?

This legal rule helps ensure that two trademarks aren’t so similar that consumers might mistakenly believe the products come from the same source. Courts and the USPTO use several factors to decide this, including:

• Are the marks visually or phonetically similar?

• Are the products being sold similar?

• Are the brands targeting the same customers or selling through the same channels?

• Is the earlier trademark well-known or “strong”?

In this case, the TTAB found the answer to all these questions leaned in Under Armour’s favor.

🔍 Why Did the TTAB Cancel KINGS ARMOR?

Here are the main reasons:

1. Similar Words, Similar Meaning

Both trademarks use the word ARMOR/ARMOUR, which suggests protection or defense. Even though the first words differ (KINGS vs. UNDER), the Board found ARMOR to be the more dominant and memorable part of the mark. Consumers might think KINGS ARMOR is a new line from UNDER ARMOUR.

2. Identical Products

The goods sold under both brands were exactly the same: t-shirts, sweatshirts, pants, and shorts for all ages. Since there were no limitations on how or where these products were sold, the Board assumed they targeted the same kinds of customers in the same places.

3. UNDER ARMOUR Is a Strong Brand

The Board emphasized that UNDER ARMOUR is a famous and powerful mark, supported by years of advertising, celebrity sponsorships, media exposure, and consistent use. That fame gives it stronger protection against similar marks.

💡 What Can Business Owners Learn from This?

This case is a great reminder that even small differences in a name may not be enough if your trademark sounds, looks, or feels too similar to a well-known brand—especially if you’re selling similar products.

Example: Imagine opening a bakery called “Starbake” and selling coffee. Even if the name isn’t exactly “Starbucks,” people might still assume there’s a connection. That’s how confusion happens.

🙋‍♀️ Need Help Protecting Your Brand?

At ShinyRise, we help entrepreneurs and creators build strong brands and avoid legal trouble before it starts. Whether you’re launching a new product line or facing a conflict over your name, talking to an attorney early can save you time, money, and stress.

🧠 Your brand is your identity—protect it wisely. Reach out to us today for personalized advice!