Fashion retailer Superdry has sued Manchester City Football Club over reported trademark infringement on its training kit.
The suit filed in the High Court is related to the football club’s “Asahi super dry” training gear.
The football club featured beer manufacturer Asahi Super ‘Dry’ on its 2023-24 men’s and women’s kits during the summer.
Superdry argues that the differences between “Super ‘Dry’” and “Superdry” are so minimal that they could easily escape the notice of the average consumer.
In response, Superdry seeks an injunction prohibiting the football club from using its name.
The fashion brand also pursues costs, though the claim’s specific financial value remains undisclosed.
Philip Roberts KC, representing Fox Williams LLP on behalf of Superdry, has raised the possibility of a demand for the “destruction or modification upon oath of all goods and other items… [which] would constitute a breach of the injunctions”.
The legal claim includes images of players donning the contested training gear.
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It also includes details about Manchester City’s July announcement regarding the collaboration with “Super ‘Dry’ Asahi 0.0%.”
Mr Roberts said: “The sponsored kit is identical to each of the selected goods” and is “identical with or similar to the mark for which the Superdry Registrations are registered in relation to goods identical with or similar to those for which the Superdry Registrations are registered, in circumstances liable to give rise to a likelihood of confusion on the part of the public.”
Manchester City had unveiled the “new non-alcoholic version of the Asahi iconic brand” as its official training gear partner in July.
