Lululemon is suing Costco for selling knockoffs, claiming Costco confuses customers with its Kirkland brand products that mimic Lululemon's designs at lower prices.
Some numbers are able to function as trademarks by playing off meanings that have already been baked into them. Both the NBA's Philadelphia 76ers and 76 gas stations strike patriotic chords by referring to the U.S.'s 1776.
"The problem with small brand thieves if they are left unchecked is that they become profitable and they grow," said an easyGroup spokesman, highlighting the need for vigilant trademark enforcement.