Overview
- Eminem filed a USPTO petition on Sept. 29 seeking to cancel Swim Shady’s U.S. registration, which was issued on Sept. 23.
- The filing claims the Swim Shady name is highly similar to Slim Shady and creates a false association with the artist’s well‑known mark.
- Under U.S. procedure, Swim Shady has 60 days to respond to the cancellation petition, and the company says it will defend its intellectual property.
- According to Australian records, the Sydney brand started as Slim Shade before rebranding to Swim Shady and launching in 2024, later securing a U.S. trademark.
- In Australia, Eminem opposed the brand in 2024 and applied for a Slim Shady mark in January 2025, while Swim Shady has filed non‑use challenges against his older 'Shady' registrations; the rapper’s broader enforcement includes an ongoing Reasonably Shady case.