Ecommerce Sellers Face Rising IP Enforcement Over Sneakers Games

Recently, brands like Sneaker Shields and Assassin's Creed have initiated large-scale rights protection actions, resulting in the freezing of hundreds of cross-border e-commerce stores. This article provides a detailed analysis of these infringement cases, covering brand information, rights protection dynamics, types of infringement, and corresponding recommendations. It aims to remind sellers to strengthen their awareness of intellectual property, avoid trademark and copyright infringement, and achieve compliant operation. By understanding the risks and implementing preventative measures, sellers can protect their businesses and ensure long-term success in the competitive cross-border market.

Recent waves of intellectual property lawsuits have sent shockwaves through the global e-commerce community, as major brands intensify enforcement against trademark infringement across multiple platforms.

High-Profile Brand Enforcement Actions

1. Sneaker Shields: Protecting the Footwear Accessory Brand

WEARABLE SHOE TREE, LLC, owner of the popular sneaker protection product Sneaker Shields, filed a lawsuit on August 8 (Case No. 22-cv-789) through Sriplaw firm targeting 409 merchant accounts across Amazon, eBay, Walmart, Wish, Alibaba, AliExpress, and Shopify.

Key Risk: Unauthorized use of "Sneaker Shields" trademark in product listings
Action Required: Sellers should immediately audit footwear-related products and remove any references to the protected brand name

2. Assassin's Creed: Gaming Merchandise Crackdown

Ubisoft Entertainment initiated legal action (Case No. 22-cv-5038) on September 16 through HSP Law regarding its blockbuster game franchise. With over 200 million copies sold worldwide, unauthorized merchandise represents significant infringement exposure.

Protected Elements: "ASSASSIN'S CREED" wordmark and distinctive logo across multiple product categories
Vulnerable Items: Apparel, bags, accessories featuring game-related branding

3. GCI Outdoor: Camping Equipment Litigation

The outdoor gear manufacturer filed Case No. 22-cv-04877 targeting unauthorized use of its "GCI Outdoor" trademarks, particularly concerning folding furniture products.

4. Von Dutch: Retro Fashion Brand Protection

Royer Brands International pursued trademark enforcement (Case No. 22-cv-4879) on September 9 through GBC Law against unauthorized use of both wordmarks and graphic elements associated with the iconic fashion label.

5. Ralph Lauren: Comprehensive IP Enforcement

The luxury brand's September 14 filing (Case No. 22-cv-4978) combines trademark and copyright claims, targeting not only its polo player logo but also protected bear motif designs across various product lines.

Compliance Strategies for Online Sellers

Industry experts emphasize proactive measures to mitigate legal exposure:

Conduct thorough trademark searches before listing products
Implement brand name filtering in product descriptions
Establish internal review processes for copyrighted designs
Monitor industry enforcement trends and legal filings
Seek professional legal counsel for complex IP questions

The recent surge in litigation underscores the growing risks of intellectual property violations in global e-commerce, with legal consequences extending beyond simple listing removals to include asset freezes and substantial financial penalties.