Intellectual Property
Jan. 27, 2026
Lululemon's Costco lawsuit and the emergence of a new trademark strategy
Lululemon is now tackling dupe culture on two fronts--challenging lookalikes in court while using a new trademark strategy to curb how competitors talk about them online.
Pejman Javaheri
Managing Partner
Juris Law Group, P.C.
10215 Santa Monica Blvd.
Century City , CA 90067
Email: pjavaheri@jurislawgroup.com
Shutterstock
This article is a follow-up to my July 9, 2025 Daily Journal article on Lululemon's lawsuit against Costco and the doctrinal friction between dupe culture and trademark law. You can read that article here: "$95
Or access this article for $45
(Purchase provides 7-day access to this article. Printing, posting or downloading is not allowed.)
Already a subscriber?
Sign In