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New Balance Lawsuit Forces Startup Rebrand

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

New Balance came out on top in a legal bout over what it claims were an activewear brand’s attempts to “deliberately free ride” on the former’s famous name. Vitality announced its rebrand Monday after the sneaker giant sued the Denver startup previously known as Balance Athletica for trademark infringement back in late 2020. Boston-based New…

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