Skechers Files 'COZY FIT' Trademark Amid Buyout Scrutiny
Jun/04/2025
On May 28, Skechers submitted a U.S. trademark application for 'COZY FIT', targeting its core footwear category, signaling continued brand development even as it faces legal scrutiny over its impending $9.4 billion acquisition by private equity firm 3G Capital. The application arrives at a time of heightened shareholder concern: a lawsuit filed by the Key West Police Officers & Firefighters Retirement Plan alleges that Skechers' founder Robert Greenberg, who controls roughly 60% of the company's voting power, orchestrated the sale without a competitive bidding process, potentially disadvantaging minority shareholders. While Greenberg stands to earn over $1 billion from the deal, the plaintiff demands fuller disclosure before the acquisition proceeds. The controversy unfolds against a broader backdrop of trade tension and declining financial projections due to tariffs on China-sourced goods. As the transaction awaits closure in Q3, the new trademark underscores Skechers' efforts to maintain product momentum amid strategic upheaval. Following visualisation shows the newly filed Skechers U.S. trademark, highlighting its application details and relevance within the company's evolving brand strategy.
