Columbia Sportswear sues Columbia University over merchandise confusion

In July 2024, Columbia Sportswear initiated legal action against Columbia University, asserting violations of an agreement established in 2023 regarding the use of the term 'Columbia' on university merchandise. This lawsuit was filed in the U.S. District Court for the District of Oregon and alleges that the university's offerings closely resembled those of Columbia Sportswear, potentially misleading consumers. The retailer contended that the university began to release apparel using the 'Columbia' name without adhering to specific terms that required the inclusion of a logo or other identifiers. The 2023 agreement had detailed restrictions for how the university could utilize the Columbia name, notably allowing its use as long as certain academic elements were featured alongside it. Columbia Sportswear accuses the university of breaching these terms in 2024, as the school issued merchandise that failed to include the requisite branding elements stipulated in their contract. Additionally, the lawsuit claimed that the university's use of shades of blue on their merchandise was alarmingly similar to the blue of Columbia Sportswear, furthering the potential for consumer confusion. The company also argued that this misuse of the 'Columbia' name was causing irreversible damage to its brand reputation and associated goodwill. In light of this, Columbia Sportswear is seeking to cease sales of the infringing university clothing, a recall of previously sold items, and the donation of remaining stock to charity. They are also looking to recover threefold the actual damages as determined by a jury, should their case prevail. The legal action emerged during a financially tumultuous time for Columbia University, which was in the process of settling a more than $220 million payment to the Trump administration, affecting its federal research funding. Consequently, this lawsuit against Columbia University may pose additional challenges for the institution as it navigates its financial landscape following previous governmental actions.