#United States #Portland #Mammoth Hockey #NHL Utah Mammoth #Trademark Dispute

Mammoth Hockey Files Motion Against NHL's New Franchise

Mammoth Hockey LLC, a small business located in Portland, Oregon, is taking significant legal steps to safeguard its brand. Recently, the company filed a motion for a preliminary injunction in the United States District Court for the District of Utah. This legal action has arisen due to concerns about the NHL's newly established franchise in Utah adopting the name "Utah Mammoth" on May 7, 2025.

For over a decade, Mammoth Hockey has cultivated a solid reputation under the MAMMOTH HOCKEY name, becoming well-known for its durable hockey bags and premium player equipment. Founded in 2014 by Erik Olson, a dedicated hockey player, and Lars Huschke, an industrial designer, Mammoth Hockey has earned the trust of hockey enthusiasts across the country. However, the introduction of the Utah Mammoth name poses a unique challenge, which the company argues is a classic case of "reverse confusion." This term refers to situations where a larger, more prominent entity overshadows a smaller brand that has been established first.

Mammoth Hockey's founders assert that the NHL team must have been aware of their longstanding use of the trademark but opted not to reach an agreement regarding the name. This decision contrasts starkly with their previous negotiations with other entities, such as Yeti, when similar conflicting names were under consideration. Since the introduction of "Utah Mammoth" merchandise in the spring, the results of online searches for "Mammoth Hockey bags" have increasingly directed potential customers to the Utah team's store, causing confusion that threatens to dilute Mammoth Hockey’s brand identity.

Erik Olson expressed his concerns, questioning how many hockey players would still want to sport the name "Mammoth" on their gear, considering it now associates with a rival team. He compared it to a Red Wings fan purchasing merchandise for the Avalanche. Olson added, "Can you imagine a Red Wings fan buying an 'Avalanche Hockey' bag? I can't."

This legal battle emphasizes the significance of respecting established trademarks, whether they are federally registered or protected through common law. Mammoth Hockey is committed to defending its brand and ensuring that it continues to provide high-quality equipment to players throughout North America. As Olson stated, “We’ve poured eleven years of hard work into making gear players can trust. We want to continue doing that for many years to come.”

The implications of this case reach beyond just Mammoth Hockey and the Utah Mammoth; it serves as a crucial reminder for other businesses about the importance of safeguarding their identity against potential encroachments from larger entities. With a motion for preliminary injunction now pending, the outcome of this dispute could have long-lasting effects on both brands and their respective markets.

In conclusion, as the court deliberates, observers will be watching closely, not only for Mammoth Hockey's future but also for the precedence this case may set within the sports merchandising and branding world.