Sue Bird Actually Follows Through on Threat: Togethxr Files Trademark Lawsuit Against ‘The Rock’s’ XFL

What began as a pointed social media post from a celebrated basketball legend has now escalated into full legal action: Sue Bird, along with co-founders of the brand Togethxr, has officially filed a trademark infringement lawsuit against Dwayne “The Rock” Johnson and the XFL, alleging their Spring Football League’s branding bears too close a resemblance to the already established Togethxr platform.

The Tweet That Started It All

In early April, Sue Bird took to Twitter with a telling point. Sharing a side‑by‑side comparison of XFL’s new logo and the Togethxr branding, she wrote:

“Well doesn’t this look familiar…”
— @S10Bird SI

Her partner, Megan Rapinoe, followed up with an ironically playful jab:

“Welp. This is awkward. Only thing @TheRock and @XFL2023 are gonna be cookin up is a response to the Cease and Desist and an ENTIRE new brand ID. @togethxr got this on 🔒 boys.” TMZ

This public display made headlines—but it wasn’t just lip service. Togethxr, the media and commerce company co-founded by Bird, Rapinoe, Alex Morgan, Simone Manuel, and Chloe Kim, quickly took action.

Cease-and-Desist… Then the Lawsuit

According to multiple reports, Togethxr formally delivered a cease-and-desist notice to the XFL in April, citing the new XFL logo (debuted April 6) as “confusingly similar” to its own design. (The complaint highlights XFL’s use of the word “Together”, integrated into the logo, mirroring Togethxr’s stylized “X” and branding symmetry.) ESPN.comSI

But Champions don’t stop at warnings. On Wednesday (around June 1–2), Togethxr elevated the move: they filed a federal lawsuit in the Central District of California. The complaint accuses the XFL of trademark infringement, unfair competition, and false designation of origin, and seeks both an injunction against future use and monetary damages, including shares of XFL’s profits from its rebrand, corrective advertising costs, and harm to Togethxr’s brand. ESPN.comFront Office Sports

The Core of the Conflict: Logo Design & Identity

Togethxr’s legal complaint centers on how XFL’s new logo—essentially an “X” built into the concept of “together”—bears striking similarity to Togethxr’s own branding. The lawsuit includes side-by-side visual comparisons and argues that these branding elements are not just similar—they risk brand confusion. xflboard.comESPN.com

In response (without issuing a formal statement), the XFL quietly removed the word “Together” from promotional media—most notably from a widely circulated video featuring voiceovers from Johnson and XFL owner Dany Garcia. xflboard.com

Legal and Cultural Stakes

The brand at issue, Togethxr, was founded explicitly to “elevate and center women across sports and culture,” representing pillars of representation, diversity, inclusivity, and equality. Its co-founders, some of the most impactful figures in women’s sports, take their mission seriously—enough to defend it in court. Front Office SportsESPN.com

The lawsuit argues that while the XFL’s intention to present itself as inclusive may ring laudable, such branding should not come “at the expense of the Togethxr brand.” Front Office Sports

XFL’s Next Move—and Silence

So far, the XFL has chosen silence. No official statement, no press release—only subtle changes in promotional material. ESPN.comxflboard.com

Meanwhile, observers note that redesigning a brand identity so soon after launch—particularly under legal pressure—can be costly and damaging. The lawsuit has provided renewed public exposure and conversation around both brands, but it remains unclear how long XFL will resist or whether a settlement will emerge.

Context: What Togethxr and XFL Represent

Togethxr: A media and commerce platform founded by five major women athletes (Sue Bird, Megan Rapinoe, Alex Morgan, Simone Manuel, Chloe Kim), focused on amplifying women’s stories through culture, representation, and sport. SIESPN.com

XFL: A rebooted professional American football league, relaunched under ownership groups led by Dwayne “The Rock” Johnson and Dany Garcia—buying the brand out of bankruptcy in 2020. They unveiled a bold new identity marking a “new direction.” Front Office Sportsfightful.com

Yet, in positioning themselves as inclusive, XFL’s rebrand apparently overlapped visually and linguistically with Togethxr’s identifiers, triggering this legal confrontation.

What Could Happen Next

Togethxr is seeking:

A legal injunction to halt XFL’s use of the contested logo

Profits generated under the alleged infringement

Corrective advertising costs

Compensation for brand dilution and harm

Meanwhile, public commentary—especially fans on platforms like Reddit—are divided. Some dismiss it as a publicity maneuver, others argue it’s a necessary step to protect women-led brands. Reddit+1

Putting It All Together

Sue Bird’s initial tweet was more than flair—it signaled a deep brand ethos at risk. Togethxr’s action is a high-stakes defense of that ethos. Whether the XFL will settle, redesign, or fight remains up in the air.

This is not just a legal battle; it’s a reflection of who owns the symbols of inclusivity and how hard female athletes must work to protect them—especially when powerful leagues make shared visual claims