Eminem, the legendary rapper also known as Marshall Mathers, has launched legal action against Australian beach brand Swim Shady, claiming the company’s trademark could cause public confusion with his own brand.

The legal filing comes after the United States Patent and Trademark Office (USPTO) approved Swim Shady’s trademark on September 29, 2025. Eminem alleges that allowing the company to retain the trademark would result in “damage and injury” due to a “likelihood of confusion” with his well-established Shady and Slim Shady brands.

Eminem’s Trademark Concerns

According to court documents, Eminem argues that consumers could mistakenly perceive Swim Shady’s products—including beach umbrellas, towels, swim shorts, and bags—as being affiliated with him or licensed by him.

“Petitioner’s customers and the relevant public are likely to misperceive the Petitioned Mark as one of Petitioner’s marks, rather than as a mark of Respondent, and/or believe in error that the goods offered under the Petitioned Mark are offered by, in association with, or under license from Petitioner,” the filing states.

Eminem also claims that his Australian trademarks for Shady and Shady Limited have been infringed by Swim Shady, asserting that the company’s use of the name falsely suggests a connection to him.

Swim Shady Responds

Swim Shady, a Sydney-based company, has defended its intellectual property. Founder Jeremy Scott, along with partner Elizabeth Afrakoff, told PEOPLE:

“Swim Shady is a grassroots Australian company that was born out of a desire to produce stylish and effective sun shades and other items to protect from the harsh Australian sun. We will defend our valuable intellectual property.”

The brand also confirmed that the legal proceedings are ongoing and declined to provide further comment, citing the matters before the court.

Background of Eminem’s Trademark Battles

Eminem has long held trademarks for Shady and Shady Limited and filed for Slim Shady in Australia in January 2025, according to IP Australia records. Swim Shady has since filed non-use applications challenging Eminem’s trademarks in the country.

This is not Eminem’s first trademark dispute. He is also involved in a legal battle against Real Housewives of Potomac stars Gizelle Bryant and Robyn Dixon over the name of their podcast Reasonably Shady. In that case, Eminem argued that approving the trademark could cause brand confusion and harm his reputation.

Eminem’s Stance and Next Steps

Eminem’s legal team has not provided further comment on the Swim Shady dispute. The case appears to be ongoing, with both parties prepared to defend their intellectual property rights in court.

As a global music icon, Eminem has maintained a strong presence in trademark protection, ensuring his brand identity across multiple countries and industries remains distinct and uncontested.