Protecting performance: IP strategy inside a global sports brand

World Intellectual Property Day 2026 highlights the theme of IP and sport, which has become increasingly relevant for brands operating across performance, culture, technology and global media. Intellectual property now sits at the heart of how sports brands innovate, grow revenue and protect reputation. 

For global brands such as PUMA, IP strategy is the foundation for product launches, endorsements and digital engagement. As Desirée Russo, Trademark Counsel at PUMA, says: “Our goal is to create a globally aligned but locally informed brand protection culture.” 

Achieving this is complex. Trademark systems differ from market to market. Performance technologies must be protected well before they reach consumers. Digital channels require constant monitoring. From Ogier’s perspective, this means navigating cross border complexity with commercial awareness and an integrated global strategy. 

This article explores how sports brands protect performance and value through IP, combining insights from PUMA’s in house perspective with commentary from Ogier’s IP specialist Sophie Peat. 

Global by design: building and managing trademark portfolios 

Trademarks are central to every aspect of a sports brand. They protect product names, athlete collaborations, campaign identities, digital assets and performance technologies. For PUMA, everything starts with a global trademark architecture that works across all markets. 

Desirée Russo explains: “Managing a global portfolio requires a harmonised strategy paired with local execution. Trademark rights are territorial, so local insights matter.” For PUMA, that means global clearance searches at the earliest stage, alignment with marketing and product teams worldwide, and a mix of international, regional and national filings that build a resilient and flexible portfolio. 

Operational consistency is equally important. PUMA uses internal software to manage the company’s IP portfolio, and it runs regular “IP Days” in global offices to disseminate and strengthen internal IP knowledge. As Desirée says: “Education prevents unintentional risk.” 

From the adviser side, Sophie Peat describes the practical complexity: 

“Trademark law and practice vary widely. You do not need to be an expert in every jurisdiction, but you must know which questions to ask and when to involve trusted local counsel. What works in one country will not work in another.” 

She also emphasises the importance of reviewing inherited portfolios. “You cannot take data at face value. Gaps or errors, especially around deadlines, can result in the accidental loss of rights.” 

Protecting innovation at speed 

Performance innovation moves fast, so IP protection must move even faster. This starts long before a name reaches a marketing plan. 

“Before marketing teams fall in love with a name, we must carry out clearance searches across key markets,” Desirée explains. This includes word marks, logos, packaging and even audio or visual campaign assets. 

Protection spans multiple rights: 

• patents for functions, materials and performance technologies 
• design rights for visual elements, which often require filing before any public disclosure 
• trade secrets protected by strong NDAs across suppliers, manufacturers, researchers and athletes 
• combined online and offline trademark filings to prevent cybersquatting 

Design filings are particularly time sensitive. Many jurisdictions require applications to be submitted before any public reveal, which means launch plans and confidentiality must be tightly coordinated across teams. Desirée notes: “We learned this the hard way from the Rihanna case, which highlighted how essential it is to secure protection of designs before they are shown publicly.” 

Performance claims also require technical and regulatory review to ensure accuracy and compliance across markets.  Desirée highlights that this helps avoid misleading advertising challenges, which can be costly and disruptive when launches span multiple jurisdictions. 

For advisers, protecting innovation efficiently means sequencing filings in a way that aligns both with legal developments and commercial timing. Sophie explains: “When changes in law are approaching, clients ask whether to file now or wait. The answer depends on factors such as the nuances of the particular jurisdiction and the client’s priorities.” 

Cayman and BVI in global IP strategy 

PUMA holds registrations in every jurisdiction worldwide, including small markets that may function as transit hubs, where early filings can deter counterfeit activity. Ogier assists in the Cayman Islands and British Virgin Islands. 

Although small in size, the Cayman Islands and British Virgin Islands, play a strategic role in global trademark portfolios. 

Desirée explains: “A global brand like PUMA relies on Cayman and BVI as part of asset protection, portfolio structuring and enforcement. They prevent bad faith filings and close gaps that could be exploited.” 

From Ogier’s perspective, these jurisdictions add both practicality and protection. Sophie notes: “Cayman and BVI have efficient IP offices and affordable filing systems. Even if brands are not yet operating locally, protection can deter bad faith filings in the future.” 

Ogier has also seen real enforcement value: “We have used earlier filed BVI rights to prevent a local company from using a client’s trademark in its company name. The company ultimately had to change it.” 

Beyond filing: what clients need from advisers 

PUMA draws a clear distinction between an executor and a strategic adviser. Desirée says: “A filing provider is a mere executor. A cross-border adviser is a creative thinker who integrates local nuances into a global strategy.” 

This covers risk management, brand architecture, licensing, long-term planning and commercial alignment. 

From Ogier’s perspective, the value comes from integration. Sophie explains: “A strategic adviser acts as an extension of the client’s IP team. We bring forward ideas, stay ahead of changes and explain risk clearly so the business can make informed decisions.” 

Responsiveness is also essential. Desirée notes: “Fast communication is critical across time zones. Advice must reflect real business needs.” 

Risk, enforcement and the protection of brand value 

Weak or incomplete trademark protection exposes global sports brands to significant commercial risk. Desirée highlights the most common issues: 

• early hijacking of marks by bad faith filers 
• counterfeit and grey market goods 
• limited enforcement capability 
• failed takedown requests on online marketplaces 
• disrupted athlete or ambassador collaborations 
• lost licensing or distribution opportunities 
• fragmented global brand identity 

“Customs authorities rely on valid registrations,” Desirée explains. “Without them, enforcement can be weak or impossible.” 

Sophie sees the same issues across clients: “Gaps can lead to costly disputes and create channels for counterfeit goods. For investors and commercial partners, strong IP protection is often a critical part of the deal.” 

The future of IP in sport 

The sports industry is shifting rapidly, influenced by AI, digital experiences, new materials and sustainability regulation. These trends are reshaping IP priorities. 

AI is transforming operations, workflows and content creation. Desirée notes: “AI is becoming a foundational engine across sports operations.” This increases risk around trademarks in digital content and AI generated imagery. 

Sustainability also drives new IP considerations. Sustainability programmes and eco labels require protection, while innovations in materials, foams and fabrics need patents and trademarks. Desirée highlights PUMA’s NITRO foam platform as a key example of performance technology that requires global protection.

Counterfeiting continues to rise. High visibility athlete collaborations, social media campaigns and global drops increase exposure. Sports brands now rely on analytics, monitoring, customs collaboration and online marketplace enforcement to stay ahead. 

Sophie adds: “With AI there are more ways than ever to infringe IP, and the laws are still catching up. Monitoring now needs to cover more platforms than ever before.” 

Coordinated IP for a complex global landscape 

The sports industry is evolving quickly. Performance innovation, digital storytelling, athlete partnerships and sustainable materials all depend on strong, consistent, cross border IP protection. 

For brands such as PUMA, IP strategy has become global by design and locally grounded in execution. It requires coordination, speed, cultural insight and forward-looking risk management. 

For advisers like Ogier, the role is to simplify global complexity and support clients with practical, commercial and integrated advice. 

World IP Day 2026 is a reminder that in sport, innovation achieves impact only when it is protected.

About Ogier

Ogier is a professional services firm with the knowledge and expertise to handle the most demanding and complex transactions and provide expert, efficient and cost-effective services to all our clients. We regularly win awards for the quality of our client service, our work and our people.

Disclaimer

This client briefing has been prepared for clients and professional associates of Ogier. The information and expressions of opinion which it contains are not intended to be a comprehensive study or to provide legal advice and should not be treated as a substitute for specific advice concerning individual situations.

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