Manchester City has been hit with a High Court claim from fashion brand Superdry alleging trademark infringement on the football team’s training kit.
During the summer, City declared that Asahi Super “Dry,” a beer maker, will be featured on clothing for men and women in 2023–2024. “The differences between Super ‘Dry’ and Superdry are so insignificant that they may go unnoticed by the average consumer,” the manufacturer of sports casual wear asserts.
In December, Superdry filed documents in London requesting an “injunction to restrain” City from using its name. Even though it is “presently unable to quantify the exact financial value of this claim,” the fashion brand is still pursuing costs.
The allegation detailed how the team declared in July that “Super ‘Dry’ Asahi 0.0%” will be carried on sportswear, including “long-sleeved zip tops and short-sleeved shirts,” and it included many images of the players in training gear.
The club’s official training equipment partner, the “new non-alcoholic version of the Asahi iconic brand,” was unveiled by City in July.
