EU Court Rules Rihanna’s Instagram Post Invalidates Puma’s Design Protection Bid
In a significant legal blow to Puma, the General Court of the European Union has invalidated the sportswear giant’s attempt to secure protection for its designs, citing Rihanna’s Instagram post showcasing the shoes in question.
The dispute stemmed from Rihanna’s Instagram post in December 2014, featuring three images of white shoes with a distinctive thick black sole, commemorating her role as Puma’s creative director.
Puma sought legal protection for these designs through the European Union’s Intellectual Property Office in 2016. However, Dutch shoe wholesaler J.H. van Hilst successfully contested Puma’s application, arguing that the design was already part of the public domain due to Rihanna’s social media post.
In its ruling, the General Court upheld van Hilst’s argument, stating that Rihanna’s status as a globally renowned pop star had generated significant interest in the shoes she wore, particularly on the day she announced her collaboration with Puma.
The court dismissed Puma’s contention that there was minimal interest in Rihanna’s shoes in December 2014, emphasizing the widespread attention garnered by the pop star’s social media post.
While this ruling represents a setback for Puma, it may choose to appeal the decision to the European Union’s highest court.
The case, identified as T-647/22 Puma vs. EUIPO, underscores the intersection of celebrity influence and intellectual property rights in the digital age.
