Caso “satan shoes”: uma análise sobre a aplicação da teoria da diluição à marcas de alto renome no Brasil
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Tipo
TCC
Data de publicação
2023-06
Periódico
Citações (Scopus)
Autores
Gomes, Fernanda de La Torres
Orientador
Marinho, Maria Edelvacy Pinto
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Programa
Resumo
O caso americano entre a marca esportiva Nike, Inc. e o coletivo de arte MSCHF sobre
o lançamento e comercialização de 666 pares de tênis customizados com elementos satanistas
denominados de “Satan Shoes” gerou uma grande repercussão sobre os valores da Nike, que
diante da lesão à sua reputação e integridade, ajuizou uma ação alegando a violação de sua
marca, práticas de concorrência desleal, possibilidade de diluição do seu sinal e, a violação das
leis de common law. A diluição marcária busca proteger a distintividade e a força atrativa de
marcas que apresentam um elevado grau de fama e prestígio. O objetivo geral deste estudo é
analisar o caso Satan Shoes à luz do direito norte-americano e brasileiro e, verificar a forma de
aplicação da teoria da diluição no Brasil. Para tanto, a metodologia empregada é o direito
comparado e a pesquisa bibliográfica documental com base na petição inicial da Nike em face
do coletivo de arte MSCHF, as decisões proferidas pelo STJ, doutrinas, dissertações,
jurisprudências, artigos científicos e estrangeiros, legislação brasileira e americana, tratados
internacionais e elementos gráficos. Como resultado da pesquisa conclui-se que a aplicação da
teoria da diluição no Brasil ampara apenas marcas de alto renome, conforme entendimento do
STJ. O caso Satan Shoes sob a análise do direito civil brasileiro evidencia a possibilidade da
aplicação dos institutos de violação marcária, concorrência desleal, diluição de marca por
ofuscação e maculação uma vez que a Nike é marca de alto renome sendo possível a reparação
por danos morais e materiais.
The American case between the sports brand Nike, Inc. and the art collective MSCHF regarding the release and commercialization of 666 pairs of custom-made sneakers with satanic elements, called “Satan Shoes”, has generated significant controversy over Nike’s values. Faced with damage to its reputation and integrity, Nike filed a lawsuit alleging trademark infringement, false designation of origin/unfair competition practices, potential dilution of its trademark, and violation of common law rights. Trademark dilution seeks to protect the distinctiveness and attractive force of trademarks that have a high degree off fame and prestigie. The general objective of this study is to analyze the Satan Shoes case under American and Brazilian law and to determine the application of the dilution theory in Brazil. To do so, the methodology used is comparative law and documental bibliographic research based on Nike’s initial petition against the MSCHF art collective, decisions issued by the Brazilian Superior Courts of Justice, doctrines, dissertations, case law, scientific and foreign articles, Brazilian and American legislation, international treaties, and graphical elements. As a result of the research, it is concluded that the application of the dilution theory in Brazil only supports famous marks (wellknown trademarks), as understood by the Brazilian Superior Courts of Justice. The Satan Shoes case under Brazilian civil law shows the possibility of applying the institutes of trademark infringement, unfair competition, dilution of a trademark by blurring and tarnishment, since Nike is a “well-known trademark”, making it possible to seek compensation for moral and material damages.
The American case between the sports brand Nike, Inc. and the art collective MSCHF regarding the release and commercialization of 666 pairs of custom-made sneakers with satanic elements, called “Satan Shoes”, has generated significant controversy over Nike’s values. Faced with damage to its reputation and integrity, Nike filed a lawsuit alleging trademark infringement, false designation of origin/unfair competition practices, potential dilution of its trademark, and violation of common law rights. Trademark dilution seeks to protect the distinctiveness and attractive force of trademarks that have a high degree off fame and prestigie. The general objective of this study is to analyze the Satan Shoes case under American and Brazilian law and to determine the application of the dilution theory in Brazil. To do so, the methodology used is comparative law and documental bibliographic research based on Nike’s initial petition against the MSCHF art collective, decisions issued by the Brazilian Superior Courts of Justice, doctrines, dissertations, case law, scientific and foreign articles, Brazilian and American legislation, international treaties, and graphical elements. As a result of the research, it is concluded that the application of the dilution theory in Brazil only supports famous marks (wellknown trademarks), as understood by the Brazilian Superior Courts of Justice. The Satan Shoes case under Brazilian civil law shows the possibility of applying the institutes of trademark infringement, unfair competition, dilution of a trademark by blurring and tarnishment, since Nike is a “well-known trademark”, making it possible to seek compensation for moral and material damages.
Descrição
Palavras-chave
marcas , marcas de alto renome , diluição , concorrência desleal , trademarks , famous marks , dilution , unfair competition