New Balance reveals next move after Chinese court blow

US sports shoes maker New Balance has expressed disappointment with a Chinese court’s decision over ownership of the BAI LUN and XIN BAI LUN (新百伦) marks, with New Balance ordered to pay Rmb5 million in damages. While a blow, the company has told World Trademark Review that it will invite consumers to help it create a new Chinese trademark as part of its branding strategy.

Get unlimited access to all WTR content