Endura Leading the Peleton THE ISSUE ENDURA® is a world leader in technical and innovative clothing for use in cycling, both for professionals and mere mortals alike. It is consistently chosen as clothing partner by the world’s top teams and riders on road, mtb and triathlon. However, that expertise and fame brings others, who would ride on their coattails, with brands that aim to confuse the consumer or are outright counterfeits. They also need to ensure that even if not intentional, other business do not “ride too close” in terms of their brand choice, which would have the effect of diluting the ENDURA® brand. HOW WE ACHIEVED OUR CLIENT’S GOAL Because ENDURA® is a global and fast moving business, it needs IP advisors that can not only keep up, but also to lead th

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