Two very different Columbias are battling in court over who gets to use the name “Columbia.” Although the Portland-based outdoor brand Columbia Sportswear trademarked the word for apparel in 1997, Columbia University later attempted to trademark “Columbia” for itself. A legal battle ensued that resulted in a deal struck in 2023: the school could sell merchandise with the name as long as it included a clear symbol like its crown, lion mascot, or the word “University.” Columbia Sportswear now says the college ignored that rule and started selling items that just say “Columbia,” which it says could mislead customers into thinking the apparel comes from the clothing company. 

The two organizations are now back in court after Columbia Sportswear filed a trademark infringement suit in July, and the case goes far beyond wording. Many of the school’s products use a shade of blue that looks “confusingly similar” to the sportswear brand’s own signature color. Some of the university’s sweatshirts and T-shirts also carry logos from Nike and Champion, two direct competitors to Columbia Sportswear in the athletic apparel market. Lawyers for the company argue this combination could trick shoppers into believing the company is collaborating with rival brands. 

In court, Columbia Sportswear is asking for more than just a stop to sales. The lawsuit demands that all infringing merchandise be recalled and either destroyed or donated to charity, and that the university hand over any profits from those sales. It also seeks damages for harm to the company’s reputation and brand identity. For Columbia University, the case raises questions about how much value comes from its name alone, especially since the sportswear company’s trademark is long established in the clothing industry. In a battle of tradition against trademarks, this conflict shows how even a single word can potentially represent billions of dollars in the business world.

Questions:

  1. Why is Columbia Sportswear suing Columbia University for trademark infringement?

  2. Do you think Columbia Sportswear’s lawsuit has merit? Why or why not?