*George Gervin, a former professional basketball player, has filed a lawsuit against Ralph Lauren after accusing the fashion company of selling shoes in his name and likeness without his knowledge. Gervin says that the shoes branded “Gervin Mid” are all about his name and likeness.
Ralph Lauren began selling the “Gervin Mid” design in 2022. It is similar to a shoe that was once worn by Gervin in the 1970s. When he learned about what the company was doing, Gervin called for a “cease and desist” through his attorney, but the company not only continued to sell many other versions of the shoes but also refused to compensate the former player.
In a statement, Gervin said that he has worked hard throughout his career to build his name and reputation, and will not allow any company to exploit it without his permission.
“I am taking legal action to protect my rights and ensure that consumers are not misled,” he added in the statement.
In the lawsuit, Gervin alleges that when he notified the fashion company about the issue, they responded that the retro-style shoe was “coincidentally” named Gervin by a French designer because the name “sounded good.”
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However, the company has changed the shoe’s name to “Ralph Lauren Mid.” But the shoe has somewhat retained Gervin’s likeness, so Gervin is still unsatisfied.
“Due to the pervasive and permanent nature of the internet, the digital footprint damage was already done and the Ralph Lauren Mid is forever algorithmically linked to Gervin’s name,” the court documents further read.
Michael Clohisy, attorney for Gervin, spoke to Sports Business Journal about the case.
“We must protect those whose privacy and identity rights become exploited in today’s increasingly data, digital, online, and technology-driven world,” he said. “George Gervin is suing Ralph Lauren to regain and control the commercial use of his name and likeness, as well as protect the next generation of athletes.”
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