Columbia vs. Columbia: A Trademark Clash Between a Sportswear Giant and an Ivy League School
Why a Single Word on a Hoodie Matters in Court
When you think of “Columbia,” two images may come to mind: the outdoor jackets and gear of Columbia Sportswear, or the historic Ivy League halls of Columbia University. Until recently, the two coexisted peacefully. But this year , that peace ended in a high-stakes trademark lawsuit that highlights the risks of overlapping brand identities, even when both sides are famous in their own right.
This case is more than a quirky headline. It demonstrates how trademark law governs everyday consumer goods like apparel, and how even big institutions must play by the rules when brand names collide.
The Agreement That Went Wrong
In 2023, Columbia Sportswear and Columbia University signed a coexistence agreement. The terms were clear: the university could sell merchandise using “Columbia,” but only if the word appeared with additional identifiers such as “Columbia University” or the school’s crown logo.
The goal was simple: prevent confusion. A hat labeled “Columbia” in bold letters could easily look like sportswear gear rather than college swag. By requiring qualifiers, the agreement tried to protect both sides’ interests.
But by 2024, Columbia Sportswear noticed the university’s campus stores and online outlets selling items with only “Columbia” printed on them—sometimes even in a blue shade resembling the sportswear company’s branding. To the sportswear giant, this looked like a breach of contract and a clear trademark violation.
Why Trademarks Matter in Consumer Goods
Trademarks exist to prevent consumer confusion about the source of a product. In consumer goods like clothing, logos and names are especially powerful because buyers often don’t see packaging—just the tag or print.
If someone buys a “Columbia” hoodie, are they representing their alma mater, or wearing a jacket from the outdoor brand? That uncertainty can hurt both companies. Columbia Sportswear risks its outdoor-focused image being diluted, while the university risks embroiling its loyal alumni base in an avoidable dispute.
The Lawsuit
In July 2025, Columbia Sportswear filed a lawsuit in U.S. District Court in Oregon. The claims included:
Trademark infringement: Using “Columbia” alone on apparel allegedly created a likelihood of confusion.
Unfair competition: The university’s use blurred the marketplace.
Breach of contract: The 2023 agreement required qualifiers, and the university allegedly violated that deal.
The sportswear company is seeking an injunction to stop sales and may also push for offending merchandise to be recalled or donated.
Lessons for Businesses and Institutions
This case offers several takeaways:
Agreements matter
Trademark coexistence agreements are common when two entities share a word. But if one side fails to follow the terms, litigation is the likely result.Consumer confusion isn’t theoretical
Even sophisticated buyers may misinterpret a single-word mark on clothing. Courts often side with the company that shows real or likely confusion.Merchandise is a serious revenue stream
For both consumer goods companies and universities, apparel sales bring in millions. That makes trademarks in this space highly valuable.Consistency is key
If a brand allows exceptions or fails to enforce agreements, it risks weakening its rights. Columbia Sportswear’s swift response signals it intends to defend its brand aggressively.
U.S. Trademark Law Nuances
The Columbia case turns on the Lanham Act’s “likelihood of confusion” standard. Courts consider factors like:
Similarity of the marks (here, identical).
Relatedness of the goods (both sell clothing).
Evidence of actual confusion (likely in discovery).
Marketing channels used (both sell through stores and online).
Because the overlap is so direct, Columbia Sportswear has a strong argument. The university may counter by emphasizing its long history and academic context, but that won’t erase confusion in the apparel marketplace.
The Branding Strategy Angle
What’s fascinating about this case is the branding strategy clash. Columbia University has cultural capital as a prestigious institution, while Columbia Sportswear has consumer recognition as a trusted outdoor brand. Both want to maximize the value of “Columbia” on goods.
But trademark law doesn’t reward fame equally. The key question is not who is better known, but who has registered and enforced their marks for specific products. Columbia Sportswear has held federal trademarks for “Columbia” in apparel since the 1990s. That gives it strong rights that even an Ivy League school must respect.
What Happens Next
The case could settle with tighter rules on merchandise design, or it could go to trial. If the court sides with Columbia Sportswear, universities across the country may revisit their branding strategies to avoid similar conflicts. For now, the case is a reminder that no brand, however established, is exempt from trademark limits.
Protecting Consumer Trust Through Trademarks
The Columbia vs. Columbia dispute shows how important trademarks are in consumer goods. Even when two well-known names collide, the law focuses on consumer perception and contractual compliance. For businesses, the lesson is simple: register your marks, enforce your agreements, and monitor how your name is used in the marketplace.
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You apply through the U.S. Patent and Trademark Office (USPTO), providing details about your business, your mark, and the goods or services you offer. Once approved, your name is legally protected.
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File an application with the USPTO online, select the correct class of goods or services, and pay the required filing fees. Legal assistance helps avoid mistakes.
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Search to ensure the name isn’t already taken, then file with the USPTO. After examination and possible publication for opposition, the USPTO grants registration.
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A trademark is a legal right protecting names, logos, or symbols that identify and distinguish a brand’s goods or services.
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It prevents others from using your name, gives you nationwide protection, and adds credibility when building your brand.
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Without a trademark, your business name has limited legal protection. Registration helps you enforce your rights if competitors copy or misuse your name.
