Why Rihanna’s Instagram Posts Hit A Bum Note For Puma

An intellectual property expert discusses how Rihanna‘s social media posts led to a legal battle for Puma over a design application.

The case highlights the importance of timing in disclosing designs and the potential impact of celebrity endorsements on intellectual property rights. The images showed Rihanna wearing a pair of Puma trainers, reproducing the design in question.

The European Union Intellectual Property Office ruled in favor of invalidating Puma’s design due to Rihanna’s Instagram posts. This decision underscores the need for businesses to carefully manage public disclosures of designs and seek timely registration to protect their intellectual property.


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The case is a cautionary tale for brands engaging with celebrity influencers and emphasizes the significance of maintaining control over online endorsements.

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