Aspen Skiing Co., operator of the esteemed Aspen Snowmass resorts, has launched a lawsuit against London-based skiwear manufacturer Perfect Moment for trademark infringement, according to The Denver Post.
This legal action stems from Perfect Moment’s use of Aspen’s properties for marketing their products through social media influencers without permission. The issue began in March 2021 when Perfect Moment posted photos on Instagram of influencers sporting its skiwear at Aspen locations. After a cease-and-desist letter led to the removal of some posts, the dispute escalated in October over advertisements featuring Aspen’s exclusive ASPENX Beach Club.
Aspen Skiing Co. claims Perfect Moment’s actions not only infringe on their trademark but also misrepresent an endorsement by the resort. They are now seeking damages, including the destruction of the infringing apparel and removal of social media posts. This case highlights the evolving dynamics of marketing in the ski industry, where the influence of social media and brand associations are becoming increasingly significant.