Under Armour trademark dispute hits family start-up company with Boise ties; KTVB.com, October 1, 2019

Ashley Miller, KTVB.com; Under Armour trademark dispute hits family start-up company with Boise ties

"“Trademark dilution” is the legal standard that gives companies like Under Armour the right to sue businesses that have similar names as them, even if their products offered do not overlap. Trademark dilution argues that a famous trademark or brand can lose its “uniqueness” or be watered down if another brand has a similar name."