Knobbe Martens

Firm overview:

One of the country’s largest IP specialist firms, Knobbe Martens combines trademark and brand protection transactional and litigation advice for clients ranging from cutting-edge startups to Fortune 500 companies. Says an international referral law firm: “I have worked with Knobbe for almost 20 years. If it’s a big-ticket litigation, Knobbe is one of the firms I would go to.”

Knobbe Martens’ Trademark and Brand Protection group has deep expertise in all aspects of trademark procurement and protection, across a broad range of industries. Its partners are regularly sought out for commentary by media institutions and have held key positions in governmental agencies and national trademark industry groups.

Team overview:

The firm is home to more than 100 attorneys who focus on or have experience with trademark and brand protection, including more than 40 dedicated trademark and branding partners.

Susan Natland (Recommended) co-chairs the Trademark and Brand Protection group. As well as serving as key outside trademark counsel for a plethora of clients, Natland was appointed by the US Secretary of Commerce to serve as chair of the USPTO’s Trademark Public Advisory Committee in 2022, and was the chief outside adviser to Kathi Vidal, then-director of the USPTO, on trademark policy and other matters.

Fellow co-chair of the group Jeff Van Hoosear (Recommended) focuses on international trademark and unfair competition matters and “is outstanding in every way—smart, thoroughly knowledgeable, practical, and efficient” says a client, “we have achieved great results, and significantly enhanced the value of our portfolio by working with Jeff and the team at Knobbe.”

Managing partner Steven Nataupsky has expertise across all aspects of IP law, and his clients include Carl’s Jr/Hardee’s and Monster Energy. A recognised thought leader, Nataupsky serves as adjunct professor of IP law at the University of California, Irvine School of Law.

Partner Jessica Sganga (Notable) has been named as a WIPR leader for three years running. Sganga’s practice encompasses domestic and international trademark matters and she is a member of the firm’s Cybersecurity and Data Privacy Steering Committee.

Key matters:

• Susan Natland serves as lead outside counsel for blockbuster electric vehicle company Rivian Automotive. The team, which also includes Jonathan Menkes, Charlene Azema and Rosaleen Chou, handles all aspects of worldwide brand and copyright protection for the Rivian house marks and other IP, including over 5,000 trademark applications and registrations.
• Knobbe Martens represents lululemon in brand protection work in the US. The firm successfully defended the client against claims of trademark infringement made by Aliign Activation Wear, among other defensive and offensive trademark actions over the past 12 months.
• A Knobbe Martens team has helped develop and implement a strategy for enforcing Mattel’s iconic ‘Ken’ brand. As part of that strategy, the team opposed a US trademark application for ‘New Ken’, covering clothing. The opposition is ongoing. The team is also protecting Mattel’s famous ‘Barbie’ mark and filed an opposition against a third party US application for ‘Barb’s Coffee House’.

Clients:

BJ’s Restaurant & Brewhouse, Dataminr, Hawaiian Host Group, Jacuzzi Brands, Kodansha, lululemon, Mattel, Oatly, Olaplex, Public Storage, Revolve Clothing, Rivian Automotive, St John Knits, Thai-Union (aka Chicken of the Sea), Trove Brands d/b/a BlenderBottle.