Overview
- Eminem filed a USPTO petition on Sept. 29 to cancel Swim Shady’s U.S. registration, arguing the name is confusingly similar to Slim Shady and could dilute his famous mark.
- Swim Shady must respond by Nov. 28, with proceedings set to begin in December, a discovery deadline of Dec. 28, and an optional oral hearing scheduled for May 2, 2027, according to USA TODAY.
- The Australian company says it will defend its intellectual property and is represented by Sydney firm Meyer West IP.
- Parallel actions are underway in Australia, where Eminem lodged an opposition in 2024 and later applied for a Slim Shady trademark in January 2025, while Swim Shady has filed non‑use bids against his Shady and Shady Limited marks.
- Business records show the brand was first registered as Slim Shade in September 2023 before rebranding and officially launching as Swim Shady in 2024, selling beach umbrellas, bags, towels, and shorts.