Overview
- Swiss footwear brand On, known for On Cloud trainers, lodged a tentative objection to the Cloud23 trademark covering categories including food, alcohol, sauces, live streaming and sports equipment.
- On engaged Bristows LLP for the challenge, but the company did not proceed and Cloud23’s mark was subsequently registered, according to multiple reports.
- Buster Hot Sauce Inc has faced earlier trademark pushback, including from Beck’s beer over the proposed Beck’s Buns name and from Stag’s Leap Wine Cellars over the C23 mark.
- In response to alcohol-sector objections, filings were narrowed by deleting alcohol-related classes, a common step to limit overlap and reduce confusion risk.
- Cloud23 launched last year as part of a broader consumer push spanning food, drinks, restaurants and apparel, with recent reporting highlighting a burger venture branded Beck’s Buns.