Trademark Enforcement and Multi-Class Filing for a UAE–China Sports Brand

Challenge

A prominent UAE/China-based sports company approached us with urgent concerns regarding trademark infringement in the United Arab Emirates. As a well-established brand in the sports and lifestyle sector, the company had been rapidly expanding its product distribution in the region. However, as their visibility grew, they began facing increasing risks of counterfeit goods and unauthorized use of their brand. 

The client discovered that several third parties were selling sportswear, accessories, and related merchandise bearing identical or confusingly similar trademarks. These infringing goods were found across online platforms, social media, and certain retail markets in the UAE, posing a serious threat to the company’s brand reputation, product authenticity, and customer trust. 

Adding to the challenge, the client had not yet secured comprehensive trademark protection across all relevant classes in the UAE. Although registered in other jurisdictions, their UAE coverage was incomplete leaving them exposed to infringement, unauthorized imports, and even the risk of bad-faith registrations by unrelated entities. 

The client required swift and coordinated action, including: 

a) Immediate enforcement against ongoing infringement
b) Issuing cease-and-desist notices
c) Filing multi-class trademark applications with the UAE Ministry of Economy (MOE)
d) Guidance on customs recordation to block counterfeit imports at UAE borders 

The objective was not only to stop current infringers but also to create a long-lasting, proactive brand protection and monitoring framework. 

Solution

We recommended a multi-layered strategy combining registration, enforcement, ongoing monitoring, and border protection, ensuring both immediate relief and long-term brand security. 

Our plan consisted of: 

1. 1. Comprehensive Trademark Filing:
      Filing the client’s brand in all relevant classes under the Nice Classification via the MOE Portal, establishing a strong legal basis for enforcement and preventing third-party registrations. 
   2. Enhanced Monitoring & Vigilance:
      Implementing systematic market and online monitoring, routine checks, periodic brand watch services, and vigilant follow-ups to quickly identify emerging infringements. This enabled the client to act promptly whenever unauthorized use surfaced. 
   3. Cease-and-Desist Notices:
      Preparing detailed cease-and-desist notices demanding immediate termination of unauthorized usage, product removal, and compliance confirmations—supported by clear evidence. 
   4. Ongoing Enforcement Protocol:
      Establishing a structured enforcement program to ensure the brand remained continuously protected as its UAE presence grew. 

Approach

We implemented the solution through a detailed, step-by-step enforcement and registration plan: 

Step 1: Trademark Audit & Classification Review
We reviewed the client’s global trademark portfolio and analyzed all product categories sportswear, equipment, apparel, footwear, and accessories. Using this, we identified all relevant Nice Classes required for UAE protection. 

Step 2: Filing on the MOE Portal
We prepared and submitted multi-class trademark applications on the MOE Portal, ensuring accuracy, proper classification, and complete compliance with Ministry requirements. 

Step 3: Investigation of Infringing Activities
To gather strong evidence, we conducted both market and online investigations, including: 

• • • Auditing e-commerce platforms and social media accounts 

• • • Spot-checking retail locations and marketplaces 

• • • Engaging third-party investigators for physical verifications 

• • • Capturing photographs, screenshots, transaction records, and product comparisons 

This helped us build a clear infringement map and identify responsible parties. 

Step 4: Issuance of Cease-and-Desist Notices
We drafted comprehensive cease-and-desist notices. For clarity to laypersons, a cease-and-desist notice is a formal legal demand instructing the infringer to immediately stop all unauthorized use of the trademark and refrain from using it in the future. It also requires them to remove counterfeit products from sale, delete online listings, and confirm compliance within a specified timeframe. These notices serve as a powerful warning and are often the first step before legal action. 

Step 5: Advising on Customs Recordation
We guided the client through the UAE Customs recordation process, ensuring their trademark was successfully lodged. This enables customs officers to detect, seize, and prevent counterfeit imports at all UAE ports. The recordation was processed smoothly and became fully effective without delay. 

Step 6: Continuous Communication & Reporting
We provided regular updates on filings, enforcement actions, market findings, and customs notifications. We also advised the client on continuous monitoring strategies to proactively protect their brand. 

Outcome

Our comprehensive intervention produced significant and long-lasting results: 

• Several infringers promptly removed unauthorized listings and ceased the use of the trademark following the cease-and-desist notices. 

• The client’s trademark was successfully filed across all required classes, granting them strong statutory protection and exclusive rights in the UAE market. 

• Customs recordation became fully effective, enabling border authorities to intercept counterfeit products and preventing unlawful imports. 

• The client now has a structured enforcement framework with continuous monitoring, ensuring they remain vigilant and protected as the brand grows in the UAE. 

By addressing both immediate infringement and long-term protection, we strengthened the client’s brand presence in the UAE and improved their confidence in expanding within the region. 

ATB Legal Intellectual Property Services 

ATB Legal offers end-to-end intellectual property protection and advisory services across the UAE and the Middle East. Our expertise covers the full spectrum of IP rights, including: 

• • Trademark filing, prosecution, enforcement, oppositions, recordals, renewals, and portfolio management 

• • Patent filing, prior art searches, drafting support, PCT guidance, and coordination with international patent offices 

• • Copyright registration, protection, licensing, and infringement advisory 

• • Design and utility model filings and enforcement 

• • Anti-counterfeiting measures, including customs recordation and border protection actions 

• • IP commercialization, licensing agreements, assignments, and due diligence for corporate transactions 

• • IP strategy, audits, and long-term portfolio management for businesses of all sizes 

At ATB Legal, our mission is to protect, strengthen, and maximize the value of your intellectual property assets ensuring your business can innovate, grow, and compete with confidence in the regional and global marketplace.