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Introduction
Expanding into the Chinese market presents significant opportunities for sports equipment manufacturers. However, companies selling through e-commerce platforms may find that their brand gains recognition in markets where they are not actively operating, making trademark protection crucial.
This blog explores the key steps that sports equipment companies should take to safeguard their brand in China, including registering trademarks, monitoring for unauthorized use, and taking legal action when necessary. We then present a real-life case study of how Redshift Sports, a U.S.-based cycling component manufacturer, successfully navigated IP challenges in China with the support of Trustiics.
About Redshift Sports: Innovation in Cycling Technology
Founded in 2013 by three cycling enthusiasts, Redshift Sports designs and manufactures high-performance bike components, including shockproof seat posts and LED-light pedals. As the company expanded beyond North America and Europe, it encountered new challenges in protecting its brand in overseas markets.
The Trademark Infringement Challenge in China
In 2020, Redshift Sports discovered unauthorized products using their brand name on various Asian e-commerce platforms. These included counterfeit bike saddles bearing Redshift’s logo, as well as digitally manipulated product images of items that did not even exist.
Although Redshift had registered trademarks in the U.S. and Europe, they had not done so in China. This left them vulnerable to IP infringement, as Chinese law follows a first-to-file system, meaning that without proper trademark registration, enforcement actions become significantly more difficult.
Taking Action: Finding Legal Solutions with Trustiics
To address this challenge, Redshift Sports consulted their U.S.-based legal counsel, who recommended Trustiics as a cost-effective and efficient solution for handling IP protection in China.
Through Trustiics’ platform, Redshift was connected with Zheng Hong, an experienced China-based attorney specializing in intellectual property law. Trustiics enabled Redshift to:
- Assess the situation: Quickly understand the legal standing of their case in China.
- Take enforcement actions: Register their trademarks in multiple Asian countries to secure brand ownership.
- Navigate China’s legal system: Work directly with a trusted local lawyer to understand their options for trademark enforcement.
Lessons for Sports Equipment Manufacturers Expanding in Asia
Redshift’s experience underscores several crucial steps that all sports equipment manufacturers should consider:
- Register trademarks early – Before entering a new market, ensure your brand is legally protected in that jurisdiction.
- Monitor e-commerce platforms – Regularly search for unauthorized listings that may be infringing on your IP.
- Take swift action – If infringement occurs, work with experienced local legal counsel to take enforcement measures.
- Use trusted legal services – Platforms like Trustiics provide reliable access to vetted legal experts worldwide.
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