Analysis of Elon University’s Trademark Infringment Case Against Online Retailer
Date
Staff Writer
An article pubclished on Elon News Network titled “Online Apparel Store Files to Dissolve After Elon Trademark Infringement Lawsuit” (read the article here), gives readers insight into Elon University’s legal fight against an online retailer.
In the lawsuit, Elon University claims that an online retailer is using Elon University registered trademarks without Elon University permission.
In more detail, Elon University claims that the online retailer sells clothing (without Elon University permission) that have Elon University trademarks applied to them. The Elon University trademarks in question include the iconic “E” logo.
The article states that Elon University filed a federal lawsuit against the online retailer on February 11, 2026, and as a result of this filing, the online retailer responded by removing the Elon University page from their website therefore removing their ability to sell Elon University branded product. How Elon University got to the point of fililng a federal lawsuit deserves some analysis.
It took Elon University and their licensing agency, the Collegiate Licensing Company, since December of 2024 to successfully stop the online retailer from selling unlicensed products.
According to the published article, the timeline and strategy of removing the unlicensed product, included the following:
December 2024, Collegiate Licensing Company, on behalf of Elon University, sends letter to the online retailer demanding they stop selling products with Elon University trademarks. Online retailer does not respond to letter.
November 2025, Elon University Attorneys send a letter to the online retailer demanding they stop selling products with Elon University trademarks. Online retailer does not respond to letter.
February 2026, Elon University files federal lawsuit against online retailer. The online retailer stops selling product.
When looking at the timeline, it shows that there was nearly a year between the Collegiate Licensing Company demand letter and the Elon University demand letter. If this issue was of such high importnace to Elon University and by association, Collegiate Licensing Company, then why did this issue sit with no action for almost a year?
While we don’t know the answer to this question, in our analysis it is a mis-step by the school and the agency as unauthorized selling is damaging the school, as the articel even mentions,
Questions that come to mind, why was there such a large gap of time between the letter CLC sent and the letter Elon University sent? If this was such a large issue that resulted in a federal lawsuit, wouldn;t one think the school and the agency would have not taken year to progress legal pressure?
Should Ellon University expect more out of thei licensing agent, or is one demand letter sufficient?