Chrysler Sues Detroit Retailer Over Trademarked Tagline | Adweek
Advertisement

Chrysler Sues Detroit Retailer Over Trademarked Tagline

Advertisement

Chrysler’s Super Bowl tagline is spawning a cottage industry, and the car company—which is already selling its own “Imported from Detroit” clothing line—is none to happy about it.  

In a new lawsuit filed in U.S. District Court against the founders of Pure Detroit, a three-store retailer that sells locally inspired merchandise—Chrysler accused the store of violating the automaker’s trademarked tagline by selling products featuring it. Chrysler claims that by their own admission, Pure Detroit’s Kevin Borsay and Shawn Santo have said shirts using the line have been their best selling product ever. “Imported from Detroit" is a tagline created by Wieden + Kennedy for the Eminem commercial that promotes the 2011 Chrysler 200.

Borsay and Santo could not be reached for comment. A store rep said Pure Detroit expects to make a statement later today.

Chrysler wants the court to stop Pure Detroit from selling “Imported from Detroit” products, although the products appear to no longer be available on Pure Detroit's site. The automaker is already selling merchandise with the tagline on its own Web site.