German sportswear manufacturer Puma has submitted applications to register four new trademarks in Russia, in a move analysts interpret as an effort to maintain its foothold in the market despite international sanctions.
Trademark application details
Recent filings with the Russian patent office show Puma has submitted applications for trademarks including ‘King’, ‘Korol’ (the Russian word for king), and distinctive brand imagery. If successfully registered, the company would be permitted to sell footwear, apparel, bags, headwear, and gymnastics equipment under these marks. This development follows earlier reports regarding the company’s trademark registration efforts in the country.
Background of Russian market presence
Puma officially suspended operations at all its Russian retail stores and halted direct shipments to the country in March 2022 following the invasion of Ukraine. The company did not liquidate its Russian legal entity, OOO ‘Puma-Rus’, but instead reduced its staff and operating costs. It continues to pay rent for some of its retail premises to avoid losing the locations entirely.
Goods entering via parallel imports
While direct shipments have ceased, Puma products reportedly remain available in Russia through parallel import channels. Distributors in Turkey, the United Arab Emirates, and Commonwealth of Independent States countries facilitate this flow. Some former Puma stores now operate under the banner of the multi-brand retailer Amazing Red, which sells original Puma goods sourced via these parallel import routes.
Legal and sanctions implications
Industry specialists view the trademark filings as a clear signal of Puma’s intention to preserve its position in the Russian market. Registering intellectual property rights for brand protection falls outside direct EU sanctions prohibitions, a loophole companies can use to safeguard assets. Patenting brand imagery would allow Puma to sell footwear in Russia without employing its well-known leaping cat logo, potentially distancing the main brand from any perceived sanctions circumvention.
Potential sanctions violations
Should Puma, following trademark registration, grant licencing rights for production to local Russian firms, this could constitute a direct violation of EU criminal law regarding sanctions evasion. Broader calls have emerged for the European Union to prohibit western-capitalised companies from paying Russian patent fees if the trademarks are used to legitimise parallel imports and contribute to the Russian state budget.
