This story was published originally on boston.com.
New Balance is known for one thing almost as much as its sneakers: the iconic “N” emblazoned on their sides. Now, the Boston-based company is alleging a competitor’s “K” looks suspiciously similar to its signature mark.
New Balance sued the US affiliate of French retailer Decathlon in US District Court in Massachusetts on Tuesday, alleging that the logo used on Decathlon’s KIPRUN running shoes could confuse consumers and cause New Balance monetary harm.
The company is seeking damages and a jury trial.
In its complaint, New Balance argues that it has used an “N” on almost all its footwear since the 1970s. Since then, the company says it has spent hundreds of millions of dollars promoting its “N” trademarks and sold hundreds of millions of pairs of shoes bearing the mark worldwide, generating billions of dollars in sales.
New Balance also owns several federally registered trademarks for the letter “N” on footwear and other goods.
As the complaint put it, “The N Marks are among the company’s most valuable assets.”
The company’s concern began in April, when Decathlon started selling running shoes with the disputed mark in the US market.
New Balance claims Decathlon’s KIPRUN house-brand footwear uses a mark that is “virtually identical and confusingly similar to the New Balance N Marks.”
The companies also have a business relationship in which Decathlon sells sporting goods from third-party companies — including New Balance — along with its own house-branded products.
According to the complaint, New Balance notified Decathlon of its concerns and asked the retailer to stop using the mark before filing the lawsuit.
According to New Balance, Decathlon refused, arguing that the design represents a “K,” not an “N.”
“This is half true at best,” the complaint said, noting that the mirror image of the “K” resembles an “N.”
New Balance points to the history of its logo as evidence of how closely consumers associate the letter with the company.
In 1976, the company launched its 320 running shoe, the first New Balance model to feature the distinctive N mark. “The shoe was an enormous success,” according to the complaint.
Since then, the letter has become a hallmark of the brand. While the exact design has changed over the years, New Balance says an “N” has appeared on nearly all of its footwear for about 50 years.
The complaint includes social media posts from people who noticed the similarities between Decathlon’s KIPRUN Kipstorm and New Balance’s SC Elite, both of which saw new versions released this year. Among the reactions were: “It looks like a new balance sc elite 5,” “How has new balance not asked for a cease and desist on that logo,” and “The new balance confusion is real.”
New Balance, a private company founded in 1906, is one of the largest footwear and apparel companies in the world. It reported more than $8 billion in revenue in 2025 and has about 12,000 employees globally.
Decathlon America is the US affiliate of Decathlon SE, a France-based sporting goods retailer that operates thousands of stores worldwide.
Orrick, Herrington & Sutcliffe represents New Balance in the case.
Neither New Balance nor Decathlon immediately responded to a request for comment.