Summary: Protect this brand.
“I Will.”
Yes, Under Armour is suing Nike over using the “I Will” slogan, stating that Under Armour has used variations of “I Will” dating back to 1998, and that Nike’s use of it is infringing on Under Armour’s brand and could likely cause confusion, and could “falsely suggest sponsorship, connection or association” with Under Armour.
Under Armour states that they are fiercely defending its trademark with the same vigor Nike had when defending the “Just Do It” slogan.