Abstract

This case is about the trademark controversy surrounding Ugg Boots. Ugg Boots or Uggs is a generic term for sheep skin boots that are widely used in Australia for over 200 years. The controversy arose after US-based Deckers Outdoor Corporation (Deckers) issued notices to Australian sheep skin shoe manufacturers to stop using the word ‘Ugg’to market their products. Deckers claimed that it acquired the trademark for Uggs from Australian surfer Brian Smith, through the acquisition of Ugg Holdings Inc in 1995. By early 2000s Deckers positioned Uggs as a high-end luxury product and its popularity grew manifold particularly in the US and Europe. At the same time, several Australian manufacturers started selling Uggs in the US, and Deckers asked Australian manufacturers to stop using the word Ugg or face legal action.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• The case discusses in detail the events leading to the legal battle between Deckers and Australian manufacturers and concludes with the details of the outcome. Study the origin of Ugg Boots.
• Understand the controversy related to Ugg trademark.
• Evaluate the claims made by Deckers and Australian sheepskin manufacturers.
• Analyze the outcome of the controversy and how it would affect the market for sheep skin boots in Australia.

Keywords

Business environment, Legal environment, Trademarks, Luxury fashion footwear, Sheepskin boots, Australia, Ugg Boots, Decker