Skip to content
Good luck to everyone running the London Marathon this year! Whether you’re chasing a PB or just hoping to finish (I only just did last year — ho ho ho), it’s an incredible experience and a reminder of how powerful the global running community has become.
But while the miles may be physical, the brand journeys in this industry are just as real. As a Trade Mark Solicitor (and a knackered runner!), I’ve worked with brands across the running world — and I can tell you this: if you sell, make, organise, or promote anything related to running, you need a trade mark.
Here’s why.
1. From Footrace to Brand Race — Why Trade Marks Matter in Running
Running is big business. Whether it’s running shoes, sportswear, timing apps, nutrition, race events, or training plans, consumers now expect strong, trusted brands. The right name or logo can catapult a start-up into a global niche.
Think of brands like On Running, Parkrun, Strava, or Tracksmith — their success wasn’t just built on performance but on protected brand identity.
A trade mark gives you exclusive rights to that identity. It protects your name, stops others copying you, and adds value to your business.
2. What Is a Trade Mark and What Can You Register?
A trade mark is any sign that can distinguish your goods or services from someone else’s. It can be:
- A name (e.g., “MarathonFuel”)
- A logo (e.g., a stylised shoe or sprinting figure)
- A slogan (“Run Your Race™”)
- Even the shape or colour of a product (like Nike’s swoosh or Hoka’s sole)
In the running industry, these elements are everywhere — on shirts, apps, bibs, gels, emails, medals — and each one deserves protection.
3. Why Runners Shouldn’t Rely on Common Law Protection
In the UK, you might get some rights through use (known as “passing off”), but it’s limited and hard to prove. In the USA, rights can be established by use, but registration is stronger, easier to enforce, and more commercial.
A registered trade mark gives you:
✅ Exclusive rights to use the brand
✅ Legal power to stop others using similar marks
✅ Ownership clarity — helpful in disputes, sales, or licensing
✅ Credibility when partnering with sponsors or retailers
✅ Protection on social media, online stores, and at events
Without it, your brand is running without shoes. And nobody wants that.
4. Jurisdictions You Should Care About: UK, EU & USA
Let’s break it down.
United Kingdom (UK IPO)
Great for local and growing brands. You’ll want to register if you’re:
- Selling running products in the UK
- Organising UK-based events
- Promoting content or building a coaching platform
Registrations last 10 years, renewable forever.
European Union (EUIPO)
Selling shoes in Spain? Running retreats in Portugal? An EU Trade Mark covers all 27 member states in one go. Great value and protection across Europe.
But remember: the name must be distinctive across the entire EU, so avoid generic terms like “Marathon” or “Run Europe.”
United States (USPTO)
If you’re selling gear, promoting events, or licensing in the US — register there. It’s the biggest market in the world for athletic goods. But it’s complex: you’ll need to show proof of use, and enforcement can get tricky without a local lawyer.
That said, it’s essential for serious running brands.
5. What Classes Should You Register In?
Here are the trade mark classes that matter most to running-related businesses:
| Class | What It Covers |
|---|---|
| 25 | Clothing, footwear, headgear (e.g., running shoes, leggings, performance tops) |
| 28 | Sporting equipment (e.g., treadmills, massage guns, foam rollers) |
| 9 | Software, fitness apps, heart rate monitors, GPS watches |
| 41 | Coaching, running clubs, training services, event timing |
| 35 | Retailing, e-commerce, sports marketing |
| 43 | Event hospitality or accommodation (great for retreat-based brands) |
| 44 | Nutrition services or physiotherapy |
| 16 | Printed materials (training guides, magazines, bibs, race packs) |
Planning on running events or exhibitions?
| Class | What It Covers |
|---|---|
| 41 | Sport exhibitions, marathon organisation, coaching clinics |
| 35 | Event promotion and management |
| 39 | Travel services, athlete logistics |
6. Real Risks: What Happens Without a Trade Mark
I’ve seen these cases far too often:
- A race organiser has their event name copied by another promoter in another city.
- A training brand launches an app — only to be taken down from the App Store because someone else registered the name.
- A UK-based running shoe start-up couldn’t sell in the US due to a name conflict, even though they owned the .co.uk and had hundreds of UK customers.
You wouldn’t run a marathon without shoes. Don’t run a business without brand protection.
7. London Marathon and Beyond: The Sponsorship Angle
Major races like the London Marathon show how big brands win the day. Sponsors are everywhere: New Balance, Lucozade Sport, Abbott World Marathon Majors.
Want to partner, collaborate, or be acquired? You’ll need trade mark registrations to even get through the door. No sponsor or investor wants to back an IP mess.
8. What Makes a Good Running Trade Mark?
Here are some tips when choosing and registering a trade mark:
✅ Make it distinctive, not descriptive — avoid names like “BestRunningCoach”
✅ Keep it short and easy to pronounce
✅ Check the domain name and social handles are available
✅ Run a clearance search before launching
✅ Think global — protect early in the UK, EU, and US
9. Enforcing and Monetising Your Rights
Once registered, your trade mark becomes a tool:
- You can enforce it — via takedowns, cease-and-desist letters, or court action.
- You can license it — to gyms, partners, or event promoters.
- You can sell it — as part of a business exit.
- You can even franchise your event or service globally.
In other words, it’s not just legal protection — it’s a commercial asset.
10. How I Can Help
As a Trade Mark Solicitor who’s survived 26.2 miles (just), I understand both the spirit of running and the legal side of brand protection. I work with start-ups, coaches, event organisers, and gear brands to:
- File UK, EU, and US trade marks
- Run clearance searches
- Handle oppositions or infringements
- Draft licensing and sponsorship deals
- Protect brand identity across platforms
Conclusion: Get a Trade Mark. Then Run With It.
The running world is full of heart, hustle, and high ambition — but without a trade mark, your brand is at risk of being overtaken.
Don’t leave it to chance.
If you’re building something in the running space — whether it’s shoes, events, apps, coaching, or content — now is the time to get a trade mark and protect your stride.
You’ve trained, you’ve built it. Now make it yours.
And to everyone running this year’s London Marathon — best of luck from one slow but proud finisher to another!
Michael@trademarkroom.com
