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It looks like “The Situation” may not be able to get his name…”The Situation” Â trademarked because it looks too much like anotherÂ trademark…Situation! Boo Hoo! He just got rejected!
According to The Smoking Gun,
Sorrentino earlier this year filed an application with the U.S. Patent and Trademark Office (USPTO) seeking to trademark the handle he has given his abdominal muscles (Sorrentino, 29, wants to market â€œThe Situationâ€ t-shirts and underwear).
However, records show that a USPTO examining attorney has rejected Sorrentinoâ€™s application because of its similarity to a â€œSituationâ€ trademark issued last year to a Memphis retailer selling menâ€™s, womenâ€™s, and childrenâ€™s apparel and shoes. Government lawyer Simon Teng cited a â€œlikelihood of confusionâ€ if a â€œThe Situationâ€ trademark was registered.
Teng swatted away as â€œunpersuasiveâ€ arguments from Sorrentinoâ€™s lawyer, who contended that confusion between the Tennessee firm and Sorrentinoâ€™s clothing operation â€œis extremely unlikely to happen.â€ Teng also was not swayed by Team Sorrentinoâ€™s claim that, â€œThe presence of the article â€˜Theâ€™ is a key component of the mark, as it refers specifically to Mr. Sorrentino, and is reflective of how the term is used when applied to Mr. Sorrentino.â€
The Sorrentino appeal included an amusing section briefly describing his â€œwell-known persona and fame,â€ just in case USPTO officials do not spend their evenings watching MTV.