EUIPO Rejects JD Sports Unit's 'Go Outdoors' Trademark Bid

The European Union Intellectual Property Office has denied an application by a JD Sports Fashion PLC outdoor adventure clothing brand to register the mark “Go Outdoors.” Officials determined that consumers would perceive the phrase as an instruction to experience nature, not as an indicator of commercial origin.

The refusal highlights ongoing scrutiny of slogan marks under EU trademark law, where descriptive or laudatory terms frequently fail to meet distinctiveness requirements. The decision comes amid broader efforts by brands to secure protection for short phrases used in marketing.

JD Sports’ unit may appeal the ruling or pursue alternative branding strategies. The outcome serves as a reminder that even established retailers face hurdles when seeking EU-wide protection for commonplace expressions.

Sources: https://www.law360.com/articles/2518933/jd-sports-unit-can-t-register-banal-slogan-for-outdoor-garb https://news.bloomberglaw.com/ip-law/spanish-restaurants-honest-greens-trademark-suit-advances