Tecnifibre’s Global Match Point: Winning Brand Protection with the Madrid System
Tecnifibre, a name synonymous with premium sports equipment, particularly for racquet sports like tennis, squash, and padel, has forged a notable path in international markets since its founding in 1979. The company originated as Major Sport and initially specialized in manufacturing high-performance strings for tennis and squash. Over the decades, Tecnifibre expanded its product range to include rackets, bags, apparel, balls, bags, and accessories, becoming a trusted partner for professional players and enthusiasts alike.
A significant milestone in Tecnifibre's history came in 2017, when the company became part of the MF Brands Group – a major user of the Madrid System – which also owns renowned brands like Lacoste and Gant. This transition marked a pivotal moment for Tecnifibre, granting access to extensive resources, including a global legal team specialized in intellectual property (IP) protection. This invaluable support enabled Tecnifibre to streamline its IP management and take a more comprehensive approach to its international trademark strategy.
An Emblematic Tennis Brand Blending Innovation and French Heritage
The name Tecnifibre embodies the company’s origins and philosophy. “Tecnifibre reflects the fact that the company’s first products were tennis strings in which Tecnifibre embedded a real technological added value,” explains its legal representative. They developed polyurethane for multifilament tennis racket strings, a groundbreaking technology still in use for their equipment, which offers +400% elasticity for comfort and a powerful swing. This focus on innovation continues to define the brand’s DNA.
Tecnifibre’s logo represents the two main letters of TecniFibre, emphasizing the technology and fibers that formed the company’s first business. Designed in blue, white, and red, the emblem proudly highlights the brand’s French origin and national identity.
Over time, Tecnifibre has also registered various slogans and packaging as trademarks. Some of these marks remain active, while others have been discontinued. “Today, as we have already done in the past, we sometimes file trademarks to protect the name of a line of products,” the company notes, demonstrating a proactive approach to brand protection that evolves alongside product innovation.
Embracing Modernity: Tecnifibre’s Rebranding Initiative
Following its 40th anniversary, Tecnifibre embarked in 2019 on a transformative rebranding effort, updating its logo to reflect its modern identity while reinforcing brand recognition with the “Fight Smart” philosophy personifying the balance between two opposing forces: power and control. The refreshed emblem highlights the brand’s French identity in blue, white, and red and distills the two main letters of TecniFibre, signaling the technology and fibers at the heart of its origins with the outlines of a tennis court.
With this refreshed look, Tecnifibre was poised to strengthen its global market position.
The Madrid System – a pivotal tool in Tecnifibre’s IP strategy – was central to this rebranding effort. Using the System’s single, centralized and cost-effective filing mechanism, Tecnifibre could seek protection of its trademark in multiple countries at once.
It provided an efficient pathway to international trademark protection, without the complex hurdles and costs often associated with filing multiple national or regional applications. By reducing the need for separate legal teams and translations for each market, the Madrid System allowed Tecnifibre to focus its resources on growth and market expansion.
Leveraging the Madrid System for Tecnifibre’s Global Brand Protection
The Madrid System was particularly valuable during Tecnifibre’s rebranding initiative. As the company modernized its logo, securing consistent protection for the new design across diverse markets was essential.
Using the Madrid System, Tecnifibre could file for protection of its trademark in 34 of its 77 target markets simultaneously.
The company strategically excluded certain countries – including the United States of America – from its international trademark application, pursuing alternative filing solutions when necessary. This approach helped the company avoid predicted objections related to the specific goods it wanted to protect, and reduce costs and administrative burdens.
The Madrid System then provided a centralized platform through which Tecnifibre could monitor, maintain, and update its international trademark registration in its 34 key markets.
“The Madrid System helps us respond swiftly to any potential conflicts or oppositions that arise during the registration process, so that Tecnifibre maintains its position in competitive markets.” This agility has also supported the company when facing attempted infringements abroad, enabling faster coordination and decisive enforcement.
Additionally, the Madrid system’s centralized management tools helped Tecnifibre respond quickly to local market challenges and coordinate with local attorneys and authorities to resolve any conflicts or office actions that arose.
They chose the Madrid System for its practical and financial advantages, and continue to use it to protect specific trademarks for specific product lines or slogans as and when they need to.
Today Tecnifibre has 13 active international trademark registrations.
Support Network for Global Growth in the Sports Equipment Market
Membership in the MF Brands Group shapes Tecnifibre’s IP strategy, enabling close collaboration with an experienced legal team. While each brand under MF Brands Group, including Lacoste and Gant, operates independently, they benefit from a unified IP support system. Shared legal resources foster a robust collaboration model, allowing Tecnifibre to minimize expenses and leverage collective expertise while addressing unique legal and regulatory requirements in each market.
This synergy has allowed the brand to handle IP issues effectively across various markets, especially when challenges related to fashion classes or competitive sectors arise. Through this strategic alignment, Tecnifibre can protect its brand and IP assets while expanding into new and competitive markets, solidifying its presence in the global sports arena.
Ensuring Tecnifibre’s Global Brand Consistency with the Madrid System
Beyond the cost and time savings, the Madrid System offers significant advantages in Tecnifibre’s ongoing brand consistency efforts. International trademark registrations under the Madrid System provide stability and control, which are crucial for a brand as it navigates the complex legal landscapes of different countries. And, Tecnifibre can monitor and maintain all of its international trademark registrations centrally and securely through the Madrid System’s digital environment, eMadrid.
“With the Madrid System it’s easy to manage our international trademark registrations – for example, changes in contact details —that would otherwise require separate updates in each jurisdiction. This flexibility allows us to manage Tecnifibre trademarks in real-time as the brand grows and adapts to new markets.”
This capability supports Tecnifibre’s brand consistency worldwide and ensures that each international trademark registrations aligns with local requirements. In cases where markets posed unique regulatory challenges, Tecnifibre could draw on the resources and expertise of MF Brands Group’s legal team to collaborate with local counsel, ensuring that its trademark strategy was both globally consistent and locally compliant.
Navigating Challenges in the Sports Gear Market
Like many global brands, Tecnifibre has encountered cases abroad where other companies have attempted to infringe its rights. Thanks to its robust IP portfolio and vigilance through the Madrid System, it has been able to address these challenges promptly and effectively.
Tecnifibre’s experience with the Madrid System has not been without its challenges, particularly in highly competitive sectors like fashion and sports equipment, where brand identity is paramount. For example, securing protection in competitive classes, such as Class 25 (apparel and footwear), has required the legal team to adopt best practices and innovative approaches to trademark management. The Madrid System enables Tecnifibre to respond swiftly to any potential conflicts or oppositions that arise during the registration process, helping the brand maintain its position in these competitive markets.
As international expansion continues, the legal team’s proactive approach to IP management ensures that the brand remains adaptable to the demands of new territories. Frequent audits of the company’s trademark portfolio, especially after the rebranding, allow the legal team to align IP protections with the company’s evolving business goals and expansion strategy. Regular discussions with business teams ensure that trademark registrations remain relevant to the territories where Tecnifibre operates or plans to enter, thus optimizing its trademark coverage to match its business footprint.
Game, Set, Innovate: Inside Tecnifibre’s Vision for the Future
Looking ahead, Tecnifibre is combining innovation in materials with sustainability. “Tecnifibre has launched a collaboration with Infinite to create the X-Loop project, the first 100% recycled and recyclable technical T-shirt, made from used polyester strings,” the company shares. This initiative reinforces its commitment to both performance and environmental responsibility, values that resonate with its global audience.
Tecnifibre’s successful use of the Madrid System underscores the advantages of a well-executed international IP strategy. By leveraging both the Madrid System’s efficient, centralized processes and the collective resources of the MF Brands Group, Tecnifibre has managed to safeguard its trademarks across diverse markets while minimizing costs. As Tecnifibre continues to innovate in the sports equipment industry, the Madrid System and a robust internal IP strategy will remain vital in protecting its brand assets and supporting its global expansion ambitions.
Find out more about Tecnifibre’s international trademark registrations.
More about the Madrid System
The Madrid System is a convenient and cost-effective solution for registering trademarks in up to 130 countries by filing one application and paying one set of fees.
