Overview
- Eminem petitioned the USPTO to cancel Swim Shady’s newly registered U.S. mark, arguing likely consumer confusion and a false suggestion of association.
- The challenge was filed shortly after the USPTO approved the registration in September, and procedural deadlines in the cancellation case have been set.
- In Australia, Eminem opposed the Swim Shady application in October 2024 and later applied for a Slim Shady mark, while Swim Shady lodged non‑use actions against his older Shady registrations.
- Swim Shady co-owner Jeremy Scott confirmed the action and said the Sydney company will defend its intellectual property and continue focusing on sun-protection products.
- The dispute reflects Eminem’s broader enforcement strategy, including a trademark fight with the Reasonably Shady podcast and a recent Eight Mile Style claim alleging Meta used his catalog without licenses.