{"id":253865,"date":"2025-04-12T09:05:22","date_gmt":"2025-04-12T09:05:22","guid":{"rendered":"https:\/\/dominiclevent.com\/blog\/?p=253865"},"modified":"2025-04-12T09:05:22","modified_gmt":"2025-04-12T09:05:22","slug":"a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle","status":"publish","type":"post","link":"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/","title":{"rendered":"A CFO\u2019s guide to IP litigation, inspired by UGG\u2019s trademark battle"},"content":{"rendered":"\n<div>\n<div class=\"text-to-speech\">\n<p><img decoding=\"async\" class=\"text-to-speech__button__icon\" src=\"https:\/\/www.cfo.com\/static\/images\/audio_icon_cfo.svg?420016150125\" alt=\"\" \/><\/p>\n<p>Listen to the article<br \/>\n<span class=\"text-to-speech__button__audio-length\">9 min<\/span><\/p>\n<div class=\"text-to-speech__controls\"><audio class=\"js-text-to-speech\" preload=\"none\" controls=\"controls\"><source src=\"https:\/\/res.cloudinary.com\/dmgi9movl\/video\/upload\/q_1\/v1744401515\/news\/text_to_speech\/a-cfos-guide-to-ip-litigation-inspired-by-ugg-trademark-battle-hector-agdeppa-steven-stein-_pz2inx.wav\" type=\"audio\/mp3\" \/><\/audio><\/p>\n<div class=\"text-to-speech__controls__text\">This audio is auto-generated. Please let us know if you have <a href=\"https:\/\/www.cfo.com\/contact\/\">feedback<\/a>.<\/div>\n<\/div>\n<\/div>\n<p>For finance teams, there are lessons to be learned that often happen in adjacent industries or professional disciplines. In the legal world, the outcome of the global intellectual property battle for the term \u201cugg\u201d is one that finance chiefs \u2014\u00a0 especially in a world of growing risk responsibility and the importance of IP integrity \u2014 should be paying attention to.<\/p>\n<p>The case involving the trademark to the name UGG also highlights how brand identity, even when rooted in regional or cultural tradition, can evolve into a high-stakes legal and financial issue that spans the globe.<\/p>\n<h3 class=\"standard-heading\">The trademark dispute<\/h3>\n<p>The UGG boot and its name are traced to Australia, where surfers and locals wore sheepskin boots out of practicality, not fashion. The term \u201cugg\u201d was used to describe these boots and became a colloquial term for sheepskin footwear.<\/p>\n<p>In 1978, <a href=\"https:\/\/briansmithspeaker.com\/\">Brian Smith<\/a>, an Australian surfer and entrepreneur, brought the boot to California and launched the UGG Australia brand. In 1985, Smith trademarked UGG in the U.S., and 10 years later, he sold the company and its trademark to Deckers Outdoor Corporation for $14.5 million. Deckers transformed UGG into a billion-dollar global brand and trademarked the name in more than 130 countries. At the time, it was the largest acquisition in Deckers\u2019 history. Today, the company is publicly traded, has a market cap of over $16 billion and owns other footwear brands, including HOKA, Sanuk, AHNU and Teva.<\/p>\n<p>Australian companies that were also using the UGG name and branding, like UGG Since 1974, founded by Arthur Springthorpe, continued to make and sell similar boots, insisting that \u201cugg\u201d is a generic term in their home country.<\/p>\n<p>Springthorpe\u2019s grandson, Todd Springthorpe, fought for nearly a decade and <a href=\"https:\/\/www.tiktok.com\/@uggsince1974\/video\/7459473800300694802?is_from_webapp=1&amp;web_id=7472040809568224773\">went viral on TikTok<\/a>\u00a0during his fight to keep the naming rights for his family\u2019s business. Earlier this year, <a href=\"https:\/\/nypost.com\/2025\/01\/14\/world-news\/australian-ugg-retailer-forced-to-change-its-name-over-us-shoe-giant\/\">Springthorpe made a strategic compromise<\/a>, partially retreating in his pursuit of the brand name. Though the company will use the UGG branding on products sold in Australia and New Zealand, products shipped anywhere else in the world will now carry the label <a href=\"https:\/\/retailwire.com\/australian-ugg-since-1974-change-name\/\">\u201cSince 1974.\u201d<\/a><\/p>\n<h3 class=\"standard-heading\">The proactive legal approach<\/h3>\n<p>In conversations with CFO.com, IP attorneys emphasized how the CFO\u2019s role in litigation and IP protection can play into a fair or even favorable outcome \u2014 especially when going up against companies with more resources. This can help companies avoid situations such as the one Springthorpe\u2019s business found itself in.<\/p>\n<p>Hector Agdeppa, a partner at Dickinson Wright who specializes in intellectual property law and patent prosecution in fields such as electrical, mechanical and computer software, recommends CFOs take a proactive approach by working with legal teams to understand any risks certain elements of their IP may carry.<\/p>\n<figure class=\"image-right inside_story\">\n<div class=\"figure_content\">\n<div><\/div>\n<\/div><figcaption class=\"inside_story_caption\">\u201cLike any good doctor would say, prevention is the best medicine,\u201d he said. \u201cWhen you\u2019re in it, you\u2019re stuck with the resources you have. And if you&#8217;re the smaller player, you&#8217;re already at a disadvantage. You may not have the monetary resources to fight a larger company. So again, prevention is key.\u201d<\/figcaption><\/figure>\n<p>Agdeppa said this is common in the startups he works with. \u201cDue to limited funds, they try to shortcut IP protection,\u201d he said. \u201cMaybe they just file a provisional patent application, but that might not reliably secure a priority date later. And sometimes, people view patents as a purely offensive tool, but they don\u2019t realize that even filing a patent application, even if it never gets granted, can still serve as defensive prior art that could deter a would-be competitor from entering your market space.\u201d<\/p>\n<p>On the other hand, larger companies tend to invest more up front. \u201cSome large companies build strategic patent portfolios not because they plan to litigate, but so they can countersue or negotiate from a stronger position if they\u2019re ever targeted,\u201d said Agdeppa. \u201cEven if you never plan to litigate, having IP can still protect your turf. On the flip side, IP might not even make sense for your business. Maybe you&#8217;re better served just capturing the market, but you still have to go through the exercise and make an informed decision.\u201d<\/p>\n<section id=\"desktop-carousel\" class=\"storylines-carousel-wrapper hide-small show-large\"><\/section>\n<p>Agdeppa said CFOs are critical in this process. \u201cWhen I work with clients, I want to understand their business,\u201d he said. \u201cIf I\u2019m only focused on the tech and just filing patents, I might be generating paperwork that doesn\u2019t add value. The same goes for the CFO. Should they be involved? Absolutely.\u201d<\/p>\n<p>\u201cThere\u2019s always this inherent tension \u2014 companies want to save money, and legal is often viewed as an expense,\u201d he continued. \u201cOutside counsel, like me, are trying to generate revenue. But when more people are involved \u2014especially the CFO \u2014 they can help prioritize: What IP is most important right now? What can we afford to protect? What can wait?\u201d<\/p>\n<h3 class=\"standard-heading\">How to litigate with leverage<\/h3>\n<p>Steven Stein, a litigation partner at Greenberg Glusker who focuses on media, IP, entertainment and business disputes, shared four strategies CFOs should keep in mind when litigation looms.<\/p>\n<p><strong>1. Hire counsel that provides value. \u201c<\/strong>If you\u2019re David going up against Goliath, you need a good slingshot,\u201d Stein said. \u201cBig law firms are great, but they\u2019re expensive \u2014 junior associates are billing $800 an hour. There are smaller or mid-size firms with attorneys just as credentialed, many of whom left Big Law for a better lifestyle or more interesting work. That\u2019s where you might find your value.\u201d<\/p>\n<p><strong>2. Know what you\u2019re getting into if you\u2019re fighting on principle.\u00a0<\/strong>\u201cClients often say they want to fight for what\u2019s right, but litigation is slow and expensive,\u201d Stein said. \u201cAfter months or years, they lose steam. Fighting on principle is fine, but you need to be realistic about cost and outcome.\u201d<\/p>\n<section id=\"mobile-carousel\" class=\"storylines-carousel-wrapper show-small hide-large\"><\/section>\n<p><strong>3. Budget more than you expect.\u00a0<\/strong>\u201cLitigation is unpredictable, and you can\u2019t always foresee motions, rulings or how a judge might handle things,\u201d he said. \u201cSo whatever budget you get from legal, build in a cushion.\u201d<\/p>\n<p><strong>4. Pick your battles.\u00a0<\/strong>\u201cIf you\u2019re under-resourced, don\u2019t spend on unnecessary discovery or motions that won\u2019t change the outcome,\u201d he said. \u201cBe strategic about where to engage. You want to get the most bang for your buck.\u201d<\/p>\n<p>Stein added that there\u2019s no single formula for finding the right legal team but advised executives to rely on their networks.<\/p>\n<p>\u201cAsk people who\u2019ve been in litigation who gave them value, and don\u2019t just look at the Am Law 200,\u201d he said. \u201cThere are great mid-sized and boutique firms that charge less but still provide top-tier service. Look at rankings in legal publications, Google boutique firms, and when you\u2019re interviewing attorneys, make sure they\u2019re both well-credentialed and competitively priced.\u201d<\/p>\n<h3 class=\"standard-heading\">Knowing when to walk away<\/h3>\n<p>Both Agdeppa and Stein emphasized that even when a company is in the right, settling \u2014 or walking away at the right time \u2014 can still be the smartest financial move.<\/p>\n<p>\u201cIf you\u2019re facing potential litigation or receive a cease and desist letter, keep a cool head,\u201d Agdeppa said. \u201cIP is personal. It\u2019s your idea, your brand. But don\u2019t let emotions take over. Sometimes, it\u2019s smarter to settle or take a license than to fight. It could cost far less than full-blown litigation, even if you win, so treat it like a business decision, not a personal one.\u201d<\/p>\n<p>Stein agreed that compromise is sometimes the most viable option. \u201cIf both parties leave a settlement a little unhappy, that\u2019s usually a sign it was fair,\u201d he said. \u201cIf you&#8217;re the plaintiff, accepting less than you think you deserve might be smarter than paying even more and getting nothing. If you&#8217;re the defendant, you might have to pay more than you feel is fair just to stop the bleeding.\u201d<\/p>\n<p>He added, \u201cThat\u2019s where a CFO can help; they can take the emotion out and look at the dollars and cents. Would you rather settle for $50,000 or spend $150,000 to fight a $10,000 claim and lose? From a financial perspective, that\u2019s not a hard choice. And if you get an adverse ruling on a key issue, that can be a clear sign it may be time to settle or walk away.\u201d<\/p>\n<p>Stein added that businesses considering litigation on principle alone should be clear-eyed about what they\u2019re stepping into. \u201cIf you decide to fight something on principle, really know what you\u2019re getting into,\u201d he said. \u201cClients regularly come to us and say they want to fight something on principle, but litigation is slow-moving and expensive. That\u2019s where a CFO could be a voice of reason.\u201d<\/p>\n<\/div>\n<p><script async src=\"\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n\n<p><a href=\"https:\/\/www.cfo.com\/news\/a-cfos-guide-to-ip-litigation-inspired-by-ugg-trademark-battle-hector-agdeppa-steven-stein-\/745175\/\">Source link <\/a><br \/>\n<a href=\"https:\/\/www.dominiclevent.com\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-19471\" src=\"https:\/\/dominiclevent.com\/blog\/wp-content\/uploads\/2017\/11\/litigation-300x225.jpg\" alt=\"\" width=\"400\" height=\"350\" \/><\/a><\/p>\n<p><center><iframe loading=\"lazy\" src=\"https:\/\/www.google.com\/maps\/d\/u\/1\/embed?mid=1w4tN9mf5kVdBXUXTq2KvwE23NmpUzEna\" width=\"640\" height=\"480\"><\/iframe><\/center>&nbsp;<\/p>\n<p><center><iframe loading=\"lazy\" style=\"border: 0px #ffffff none;\" src=\"https:\/\/calendar.google.com\/calendar\/embed?src=sc635csnrm8h9s9lq0cad6vkss@group.calendar.google.com\" name=\"myiFrame\" width=\"600px\" height=\"3px\" frameborder=\"1\" marginwidth=\"0px\" marginheight=\"0px\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div>\n<div><img decoding=\"async\" src=\"http:\/\/www.dominiclevent.com\/wp-content\/uploads\/2018\/06\/Business_Solicitors_London.jpg\" width=\"600\" \/><\/div>\n<p>&nbsp;<\/p>\n<div>Dominic Levent Solicitors<\/div>\n<div>Email: Enquiries@dominiclevent.com<\/div>\n<div>Phone: 020 8347 6640<\/div>\n<div>Url: https:\/\/www.dominiclevent.com<\/div>\n<div style=\"display: none;\">cash, check, credit card, invoice<\/div>\n<p>&nbsp;<\/p>\n<div><\/div>\n<div>\n<div>1345 High Rd<\/div>\n<div>London, London N20 9HR<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Listen to the article 9 min This audio is auto-generated. Please let us know if you have feedback. For finance teams, there are lessons to be learned that often happen in adjacent industries or professional disciplines. In the legal world, the outcome of the global intellectual property battle for the term \u201cugg\u201d is one that &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;A CFO\u2019s guide to IP litigation, inspired by UGG\u2019s trademark battle&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":253866,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-253865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news1","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A CFO\u2019s guide to IP litigation, inspired by UGG\u2019s trademark battle - Dominic Levent Solicitors Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A CFO\u2019s guide to IP litigation, inspired by UGG\u2019s trademark battle - Dominic Levent Solicitors Blog\" \/>\n<meta property=\"og:description\" content=\"Listen to the article 9 min This audio is auto-generated. 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Please let us know if you have feedback. For finance teams, there are lessons to be learned that often happen in adjacent industries or professional disciplines. In the legal world, the outcome of the global intellectual property battle for the term \u201cugg\u201d is one that &hellip; Continue reading \"A CFO\u2019s guide to IP litigation, inspired by UGG\u2019s trademark battle\"","og_url":"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/","og_site_name":"Dominic Levent Solicitors Blog","article_published_time":"2025-04-12T09:05:22+00:00","og_image":[{"width":652,"height":435,"url":"https:\/\/dominiclevent.com\/blog\/wp-content\/uploads\/2025\/04\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9VR0dfNXRoX2F2ZV9fY19FdmFuSm9zZXBoXzI3X0VkaXQuanBn.webp.webp","type":"image\/webp"}],"author":"spainops","twitter_card":"summary_large_image","twitter_misc":{"Written by":"spainops","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/","url":"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/","name":"A CFO\u2019s guide to IP litigation, inspired by UGG\u2019s trademark battle - Dominic Levent Solicitors Blog","isPartOf":{"@id":"https:\/\/dominiclevent.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/#primaryimage"},"image":{"@id":"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/#primaryimage"},"thumbnailUrl":"https:\/\/dominiclevent.com\/blog\/wp-content\/uploads\/2025\/04\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9VR0dfNXRoX2F2ZV9fY19FdmFuSm9zZXBoXzI3X0VkaXQuanBn.webp.webp","datePublished":"2025-04-12T09:05:22+00:00","author":{"@id":"https:\/\/dominiclevent.com\/blog\/#\/schema\/person\/bacc79b48921539cd8fc642f86d23254"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/dominiclevent.com\/blog\/a-cfos-guide-to-ip-litigation-inspired-by-uggs-trademark-battle\/#primaryimage","url":"https:\/\/dominiclevent.com\/blog\/wp-content\/uploads\/2025\/04\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9VR0dfNXRoX2F2ZV9fY19FdmFuSm9zZXBoXzI3X0VkaXQuanBn.webp.webp","contentUrl":"https:\/\/dominiclevent.com\/blog\/wp-content\/uploads\/2025\/04\/Z3M6Ly9kaXZlc2l0ZS1zdG9yYWdlL2RpdmVpbWFnZS9VR0dfNXRoX2F2ZV9fY19FdmFuSm9zZXBoXzI3X0VkaXQuanBn.webp.webp","width":652,"height":435},{"@type":"WebSite","@id":"https:\/\/dominiclevent.com\/blog\/#website","url":"https:\/\/dominiclevent.com\/blog\/","name":"Dominic Levent Solicitors Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/dominiclevent.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/dominiclevent.com\/blog\/#\/schema\/person\/bacc79b48921539cd8fc642f86d23254","name":"spainops","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/dominiclevent.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/6a2648c0ace71d8dde31f2a9e8b370b694f81d70a3ed9ccfb9ec45550a223943?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/6a2648c0ace71d8dde31f2a9e8b370b694f81d70a3ed9ccfb9ec45550a223943?s=96&d=mm&r=g","caption":"spainops"},"sameAs":["https:\/\/dominiclevent.com\/blog"],"url":"https:\/\/dominiclevent.com\/blog\/author\/spainops\/"}]}},"_links":{"self":[{"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/posts\/253865","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/comments?post=253865"}],"version-history":[{"count":0,"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/posts\/253865\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/media\/253866"}],"wp:attachment":[{"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/media?parent=253865"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/categories?post=253865"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dominiclevent.com\/blog\/wp-json\/wp\/v2\/tags?post=253865"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}