Overview
- Indecopi’s intellectual property tribunal denied Puma SE’s challenge and approved the registration of the Peruvian brand It’s Wolf.
- The ruling authorizes exclusive use for apparel, footwear and headwear for a 10‑year term, with the mark entered in the national product‑marks register.
- Puma argued the wolf silhouette could confuse consumers, exploit its commercial reputation and even overlap with a copyrighted feline design, claims the tribunal dismissed.
- Applicant José Antonio Mendoza Chávez maintained the sign depicts a wolf and that buyers evaluate products on quality rather than an animal outline.
- The case, initiated with a filing in December 2022 and opposed by Puma in February 2023, is being cited as a reference point for how Indecopi assesses distinctiveness and potential confusion in brand disputes.