Trademarks and design protection for Northug

Photo: Jarle Nyttingnes 

Petter Northug has launched his own brand Northug

Norwegian Petter Northug ended his career in December 2018, as one of the most successful cross-country skiers of all time – with four medals from the Olympic Games and 16 medals from the World Cup. Since then, Petter has launched his own brand Northug, selling glasses, bags and clothing for use in sports such as cross-country skiing and cycling.

We have assisted with trademarks and design protection

We have assisted Northug with trademark applications in Europe, North America and Asia. At this point, the company’s trademark protection includes the word mark NORTHUG, a figurative mark for the logo as well as a figurative mark for the N symbol that is visible as part of the logo and independently on the products. Our work has included everything from application strategy to preparing and filing the applications, as well as global coordination and prosecution of the applications.

Northug’s glasses have a proprietary technology to swiftly change the lens to the arches. The technology is called SwiftClick and for that we have filed applications for trademark and design protection.

We are enforcing Northug’s trademarks against infringements

With its registered trademark and design rights, Northug can work actively to combat infringement and fight copy-cats. So far, we have assisted Northug with actions against new third-party trademark applications as well as in-use trademark infringement. Among other things, our work has included to file cancellation actions, negotiations with counterparties and drafting co-existence agreements.

Northug uses our trademark watching service and can thus both detect and act on third-party trademark applications which may be confusingly similar to Northug’s trademarks.

With the intellectual property rights secured, Northug can expand

There are many good examples of athletes who have become successful with their brands after ending their careers. With both trademarks and design rights granted, Northug has laid a good foundation for expanding its business. Already today, the products are sold in close to 300 stores in six countries, and successful athletes such as Anders Aukland, Calle Halfvarsson and Frida Karlsson are among the brand’s ambassadors.


Malena Lofte and Petter Northug at our Stockholm office, January 2020. 


"4 medals from the Olympic Games and 16 medals from the World Cup"


Mar 2020


Brand Machine Europe AB and Northug AS


Sporting Goods


Malena Lofte

Master of Laws

European Trademark and Design Attorney

+46 8 729 91 88

Christian Hafner


European Patent Attorney

+46 8 729 91 18


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