Size-inclusive Balance Athletica announces brand "refresh" following New Balance lawsuit
Athleisure brand Balance Athletica has announced that it will change its name to Vitality, following a trademark infringement lawsuit filed by New Balance.
The Denver-based Balance Athletica brand announced its name-change as a branding "refresh", opting to not mention the lawsuit. In the coming weeks the brand will officially change its name to Vitality across its online stores, social media platforms and on all future product releases.
The brand was co-founded by CEO Taylor Dilk, COO Steve Dilk and Chief of Design Chloe Chamberlain. The trip spotted a gap in the market for size-inclusive activewear and introduced a range of products that are available in sizes XXS-XXXXL.
Vitality has quickly grown from its 2018 home in a garage to employing more than 50 people and expanding into a 35,000 square foot HQ and distribution centre in its headquarters in Denver. Its ethos is to bring athleisure to "everybody in their pursuit of a purposeful existence."
New Balance alleged in a lawsuit filed in November 2020 in the U.S. District Court of Massachusetts that Vitality had used a “confusingly similar mark to sell the same goods, to the same consumers, using the same marketing channels.” It added that this had caused confusion in the marketplace.
New Balance, which was founded in 1906 and had an annual revenue of £3,4 million in 2018 and is primarily known for its fashion-forward sneaker offering, also offers a range of activewear. The brand partnered with District Vision earlier this month to launch an activewear capsule featuring a range of technical apparel pieces including long-sleeved T-shirts, shorts, tights, light jackets and anoraks.
Steve Dilk, Chief Operating Officer said: “Evolution is taking intentional steps towards being better every single day. Whether it’s a large step or a small step, what matters most is that you are moving forward. We know that if we are taking steps every day, collectively as a team, and as long as we are holding each other accountable to take those steps, we are going to evolve. The change to Vitality embodies this evolution and elevation as a brand, and we are in a magnificent position to take everything to the next level.”