New Balance Takes Golden Goose to Court Over Alleged Copycat Dad Shoes — Retail Bum

New Balance has initiated legal action against Golden Goose, asserting that the Italian brand has replicated its distinctive Dad sneakers, notably its flagship Model 990 series.

The legal complaint was lodged in the U.S. District Court for the District of Massachusetts just last week. The company claims that Golden Goose’s rendition attempts to establish a misleading association between its products and New Balance within consumers’ perceptions.

After debuting the 990 sneakers during the 1980s, New Balance has consistently refined its design, with the company currently selling its sixth version. That said, all the sneaker variations remain accessible in the market. New Balance claims that the distinct characteristics of the 990 sneakers, distinguished by its unique soles and grayscale color palette, resemble Golden Goose’s sneakers, introduced later.

According to a report by The Fashion Law, New Balance committed substantial resources to market the 990 v6 sneakers in November 2022, dedicating around $1.5 million for promotion and accomplishing the successful sale of hundreds of thousands of pairs.

The legal submission underscores New Balance’s substantial investments, amounting to “many millions of dollars and thousands of…