Puma's FOREVER FASTER mark for shoes and sports gear held to be simple promotional formula

In Puma SE v EUIPO, the General Court has upheld a decision of the First Board of Appeal of the EUIPO finding that Puma SE’s mark FOREVER FASTER for goods in Classes 25 and 28 was devoid of any distinctive character as it was merely a promotional formula. Among other things, the court held that the evidence showing the slogan ‘forever faster’ accompanied by distinctive marks belonging to Puma did not prove that the sign at issue was distinctive.