If you are a fan of action films and brooding protagonists, you’ve likely encountered the John Wick movie franchise, known for its constant action and highly stylized fight choreography. But what you might not realize is that “John Wick” is more than just a character—it’s also a trademarked brand owned by Summit Entertainment. Beyond the big screen, the name extends to a wide array of merchandise including backpacks, clothing, and drinkware.

Recently, this trademark was called into question by a new trademark application for “Jane Wick,” filed in reference to firearm and ammunition storage bags. While the application is still pending, Summit Entertainment quickly filed a notice of opposition, raising significant legal questions about brand dilution and likelihood of confusion.

---

What Is a Notice of Opposition?

A notice of opposition is a formal action taken during the trademark review process. It signals to the USPTO (United States Patent and Trademark Office) that an existing trademark owner believes the proposed mark could:

• Confuse consumers
• Dilute the strength or value of their established brand
• Infringe on their intellectual property

In this case, Summit Entertainment is arguing that Jane Wick infringes on the reputation they’ve built through the John Wick franchise.

---

Why the Jane Wick Mark Could Be Problematic

At first glance, the name “Jane Wick” may seem harmless or even clever. But under trademark law, it raises several red flags:

1. Similar Name and Market Overlap

• Both marks use the name “Wick,” creating a strong visual and phonetic similarity.
• “Jane” and “John” are commonly used male/female counterparts, which might imply a connection or spin-off relationship.
• Both brands operate in similar merchandise categories, including bags and accessories.

2. Thematic and Contextual Connection

• The John Wick franchise is closely tied to firearms and tactical gear, making the idea of John Wick-branded gun bags entirely plausible.
• Consumers could reasonably assume that Jane Wick is an officially licensed product or part of the John Wick universe.

3. Potential Brand Dilution

• Even if there’s no intent to mislead, the mere perception of affiliation could erode the distinctiveness of the John Wick trademark.
• Profits and brand integrity may be compromised if consumers redirect their attention—or money—to an unrelated brand.

---

What’s Next for Jane Wick?

The outcome of this trademark dispute remains uncertain, but Summit Entertainment’s established brand presence and prior usage could give them the upper hand.

For the applicant behind Jane Wick, the next step is to:

• Respond to the notice of opposition
• Justify the use of the name
• Show that no likelihood of confusion exists

However, even with a solid legal argument, the cost and complexity of litigation can be daunting—especially for smaller businesses.

---

Takeaways for Business Owners and Brand Creators

This case serves as a valuable reminder:
Do your due diligence before committing to a brand name.

Here’s what we recommend:

• Search the USPTO trademark database for similar or identical marks.
• Avoid names that resemble existing, famous, or franchised trademarks—especially those in overlapping industries.
• If you decide to move forward with a potentially controversial name, be prepared to defend it in legal proceedings.

---

Mindful Counsel Can Help

At Mindful Counsel, we specialize in trademark registration, defense, and strategy. Whether you’re building a brand from the ground up or navigating an opposition of your own, we’re here to guide you through every step of the process—all while helping you develop the knowledge and confidence to protect your intellectual property for years to come.

Contact us today to ensure your brand is built on solid legal ground.

 Guest post by Cameron Pickle, Associate Law Clerk

Have more questions? Reach out about how we can help protect your business and legacy.