Sue Bird Follows Through on Legal Threat Against The Rock and XFL, Filing Lawsuit Over Trademark Dispute

On August 9, 2025, the sports world was rocked by the news that Sue Bird, the legendary WNBA star and co-founder of the media brand TOGETHXR, has officially taken legal action against Dwayne “The Rock” Johnson and the XFL. The lawsuit comes after months of escalating tensions between Bird’s brand and the professional spring football league, which Johnson leads as part of a consortium of owners.

Background: The Trademark Battle

The dispute began earlier this year in April, when Bird and her wife, Megan Rapinoe, publicly voiced their concerns over the striking similarities between the XFL’s new branding and the TOGETHXR brand Bird helped build. TOGETHXR is a platform that celebrates and uplifts women in sports and culture, emphasizing inclusion, diversity, and equality. It has rapidly gained recognition for its empowering mission and growing media presence.

Bird and Rapinoe alleged that the XFL’s branding infringed on their trademark rights, threatening to cause confusion among consumers and dilute the identity and value of TOGETHXR. Despite attempts to resolve the issue privately, tensions escalated as the XFL pressed ahead with its marketing and promotional plans.

Official Legal Action: Notice to XFL

The lawsuit, formally filed this past Wednesday, includes a cease-and-desist notice demanding the XFL immediately halt use of the contested branding elements. According to Kevin Seifert of ESPN, Bird’s company has officially sent this notification, signaling an intent to aggressively protect their intellectual property.

In a statement accompanying the legal action, Bird’s representatives emphasized the hard work invested in building TOGETHXR into a platform that champions women in sports and culture:

“Our co-founders have worked tirelessly to establish a brand that is dedicated to representation, diversity, inclusion, and equality. While we commend the XFL for its recent efforts to become more inclusive, we believe those efforts should not come at the expense of the TOGETHXR brand. We rely on the XFL to act reasonably and resolve this matter swiftly.”

The statement highlights the importance of safeguarding brand identity in an era where cultural representation and inclusivity are highly valued. Bird’s team appears committed to protecting their platform from any actions that could diminish its mission or confuse its audience.

Dwayne Johnson and the XFL: No Public Response Yet

Dwayne Johnson, the iconic actor and former pro wrestler who spearheaded the purchase of the XFL from bankruptcy court in 2020, has yet to issue a public comment regarding the lawsuit. Johnson’s ownership group has been focused on rebuilding and rebranding the XFL as a mainstream alternative spring football league, securing major broadcast deals with ABC and ESPN ahead of the league’s planned 2023 return.

The timing of the lawsuit is particularly sensitive, given the league’s attempts to revamp its image and gain traction with new fans. The legal dispute threatens to cast a shadow over the league’s promotional efforts and could complicate future branding and marketing strategies.

TOGETHXR: A Platform for Empowerment

TOGETHXR was co-founded by Sue Bird and Megan Rapinoe with the goal of creating a space that amplifies women’s voices in sports and culture. The platform offers content ranging from athlete interviews, podcasts, documentaries, to social campaigns advocating for gender equality and empowerment.

The brand’s rapid rise has made it a significant player in the sports media landscape, especially as women’s sports continue to gain more visibility and support worldwide. Protecting the uniqueness of TOGETHXR’s branding is crucial not only for business reasons but also for preserving the platform’s role as a symbol of progress and representation.

Implications for the XFL and Sports Industry

This legal confrontation underscores broader challenges faced by sports entities navigating intellectual property rights and cultural sensitivities in a highly competitive market. As leagues and brands seek to innovate and appeal to diverse audiences, the risk of overlapping or conflicting branding grows.

For the XFL, a league striving to carve out a distinct identity post-bankruptcy, the lawsuit could pose a serious obstacle. Should the court rule in favor of Bird and her co-founders, the league may be forced to undertake a costly and disruptive rebranding process, potentially delaying its expansion plans.

On the other hand, the lawsuit may serve as a wake-up call for sports leagues and brands to engage more collaboratively and respectfully with communities and movements focused on representation and inclusion.

Next Steps: Legal Proceedings and Negotiations

The lawsuit sets the stage for a prolonged legal battle unless the parties reach a settlement. Bird and Rapinoe have expressed openness to a reasonable resolution but appear prepared to fight vigorously to protect TOGETHXR.

Legal experts anticipate the case will hinge on trademark law nuances, such as the likelihood of consumer confusion and the distinctiveness of the involved marks. The outcome could have ripple effects across the sports and media industries, influencing how brands approach naming, marketing, and intellectual property rights moving forward.

Conclusion

Sue Bird’s decision to pursue legal action against Dwayne Johnson and the XFL marks a significant moment in the intersection of sports, culture, and law. It highlights the growing importance of protecting brands that champion inclusion and diversity, and signals that even major sports leagues are not immune to legal scrutiny when it comes to intellectual property.

As this story develops, fans, athletes, and industry insiders alike will be watching closely to see how the dispute unfolds—and what it means for the future of women’s empowerment in sports media