The Battle Between WNBA Stars and The Rock’s XFL Heats Up: Sue Bird’s Company Sues Over Logo Dispute

It appears the women of the WNBA and the world of professional soccer are not playing around when it comes to protecting their brands. The latest clash involves none other than Dwayne “The Rock” Johnson and his revived football league, the XFL, facing legal action from a company co-founded by WNBA legend Sue Bird and soccer superstar Megan Rapinoe’s partner.

The Rock’s Bold New Campaign Meets Unexpected Legal Hurdles

Dwayne Johnson has been aggressively pushing the revival of the XFL with a bold marketing campaign called “Together,” which he describes as showcasing a progressive vision for the league. The campaign was intended to establish a new identity for the league, signaling its fresh start under his ownership.

However, Megan Rapinoe, the high-profile U.S. soccer star and partner to Sue Bird, publicly criticized the campaign in April. Rapinoe argued that The Rock’s XFL campaign infringed on the intellectual property rights of a media company co-founded by her wife, Sue Bird. The company, called TOGETHXR, had developed a distinctive brand identity and logo that Rapinoe claimed was being copied by the XFL’s new logo and branding.

In a tweet, Megan Rapinoe sarcastically remarked, “Oh. Sorry,” sharing a screenshot of the XFL’s new brand announcement from LinkedIn. She went on to say, “The only thing @TheRock and @XFL2023 could come up with is a response to a Cease and Desist order and a COMPLETELY new brand identity. @togethxr already did that, guys.”

This public confrontation was just the beginning of a much larger legal dispute.

TOGETHXR Takes Formal Legal Action

By June, the matter escalated as Sue Bird’s company, TOGETHXR, officially filed a lawsuit against The Rock’s XFL, as reported by TMZ. The legal filing came nearly a month after Bird and Rapinoe threatened to bring in lawyers following the introduction of the new “X” logo by XFL.

TOGETHXR is a media organization co-founded not only by Sue Bird but also by other high-profile athletes including Alex Morgan, Chloe Kim, and Simone Manuel. The organization champions diversity, inclusion, and equality in sports and culture, and has established a strong brand presence.

The lawsuit accuses the XFL of creating a new logo that bears a striking resemblance to the TOGETHXR brand and logo, to a degree that causes confusion. The documents submitted to the court included direct comparisons between the two logos, highlighting the similarities in design and style.

Furthermore, TOGETHXR claims that it repeatedly attempted to communicate with XFL and its legal team about these concerns, seeking a resolution outside of court. However, the league allegedly refused to acknowledge any infringement or wrongdoing.

Now, TOGETHXR is demanding that the court intervene by ordering the XFL to stop using the contested logo and to pay damages for the alleged violation of intellectual property rights.

The Rock’s Silence and XFL’s Rocky History

As of now, Dwayne Johnson and his representatives have not publicly responded to the lawsuit or accusations.

The XFL itself has a tumultuous history. Founded initially in 2001, the league only lasted one season before it folded. The WWE chairman Vince McMahon revived the league in 2020, but after only five weeks, the COVID-19 pandemic forced the season to end prematurely. Financial struggles then led McMahon’s Alpha Entertainment to file for bankruptcy two years ago.

During the bankruptcy proceedings, the XFL was auctioned off and purchased by a group led by Dwayne Johnson and his ex-wife. Johnson expressed his excitement about the acquisition and his plans to rebuild the league.

In a tweet at the time, Johnson said, “Together with visionary partners @DanyGarciaCo & RedBird Capital, we bought the XFL. With gratitude and passion, I built my career with my own two hands and will apply those lessons to our @xfl2020 brand. Excited to create something special for the fans!”

Despite these promising words and the league’s relaunch, the current legal conflict over branding threatens to overshadow The Rock’s efforts and cast uncertainty on the XFL’s future.

The Significance of TOGETHXR and Athlete-Driven Branding

The TOGETHXR brand is more than just a logo; it represents a powerful movement started by prominent female athletes to promote representation, diversity, inclusion, and equality in sports and culture. By co-founding this media company, Sue Bird, Megan Rapinoe, and other athletes have built a respected platform that resonates strongly with fans and the broader community.

The allegation that the XFL’s new branding copies TOGETHXR’s logo strikes at the core of intellectual property rights and athlete empowerment. In an era where athlete-driven brands and social movements are increasingly influential, protecting brand identity becomes crucial not only legally but also culturally.

What’s Next?

The lawsuit is still in its early stages, and it remains to be seen how the courts will rule. If the court sides with TOGETHXR, the XFL may be forced to undergo a costly and complicated rebranding process, or even face further legal penalties.

For The Rock and his team, this legal battle represents a serious challenge to their vision for the league’s resurgence. On the other hand, for Sue Bird, Megan Rapinoe, and their allies, it is a critical stand to defend their hard-earned brand and the message it conveys.

Sports fans and observers will be watching closely as this high-profile legal battle unfolds, a clash not just of logos but of legacies and the evolving landscape of athlete activism and ownership