UPDATE: GAP ADVENTURES LOSES IN TRADEMARK SUIT FROM THE GAP INC.
CEO & founder of GAP Adventures releases statement after company ordered to change name in the U.S. because of trademark infringement suit from The Gap clothing retailer
TRAVELHotNews.com reported yesterday that GAP Adventures has been given until Sept. 1, 2011 to transition to a new name in the U.S.
The United States District Court made the ruling as the result of a trademark infringement suit against the company by apparel retailer The Gap Inc.
The Gap Clothing filed the lawsuit in 2007 against GAP Adventures, shortly after the adventure brand opened its first U.S. office in New York.
As a result of the judgement, GAP Adventures has also been ordered to remove all articles of clothing from publicly accessible areas of the stores.
In a statement released this morning, Bruce Poon Tip, CEO and founder of GAP Adventures, stated: “A brand is defined by its culture, not by a corporate name or logo. At GAP Adventures, our culture is our brand.”
Referring to the company’s original name, he said: “We will always be the great adventure people. In truth, we’re actually pretty excited by the opportunity to re-imagine ourselves. We remain the world leader in adventure travel and we will always be a company that leads with service and is committed to helping people change their lives through enriching, one-of-a-kind travel experiences.”
In the statement, GAP emphasized that the decision only applies to the company’s tour operations in the U.S. – its offices in 18 other countries are not affected by the decision.
“As our travellers and industry partners can relate, when you travel around the world for a living, you get used to encountering the occasional bump in the road. To us, that’s part of the adventure,” said Poon Tip. “But still, I find it hard to believe that today’s consumers could confuse a clothing retailer with an established adventure travel company.
“Bottom line for our friends in the U.S.: who we are, what we believe in, and how we carry ourselves won’t change a bit even though our name could. Our commitment to our global community of clients, travellers, agents, partners and staff remains the same.”
The trial took place May 24, 25 and 31, and June 1 and 2, 2011.