JetBlue Airways has filed an infringement suit against Walmart for the name Jetblack. According to court filings, JetBlue claimed that Walmart tried to capitalize on the goodwill associated with the airline’s trademark name.

JetBlue state that Walmart’s mark causes consumer confusion, and that the multinational retailer has large scope to further damage the brand by introducing other “Jet+color” derivatives, such as Jetgold or Jetsilver, causing the companies to compete on entertainment, travel or dining.

As the sixth largest airline, JetBlue owns 43 federal trademark registrations that date back as far as 1999. Walmart bought in 2016 and created Jetblack as a text-based personal shopping service in May 2018. JetBlue is seeking unspecified compensatory and punitive damages against Walmart and its business.

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