Rapper Eminem is taking an Australian swimwear brand to court, alleging that their name, Swim Shady, is too close to his music alter ego, Slim Shady.

The renowned rhymer, whose legal name is Marshall B. Mathers III, filed a petition on Sept. 29 obtained by USA TODAY, alleging that the brand's own trademark violates his trademark on the name "Shady" and implies a false association between him and the products. Swim Shady is compelled by the court to respond by Nov. 28.

Citing the "time, effort, and money in promoting his name" that Mathers has exhausted, the rapper asked the United States Patent and Trademark Office to cancel Swim Shady's trademark in the court filing. Arguing that fans who have bought into the Slim Shady image, or his merchandise, have come to expect a certain quality, Mathers' team alleges that Swim Shady is riding his coattails.

In using a name so closely associated with the rapper, Mathers' filing argues consumers are "likely to be confused" and that the swapping of just one letter "does not serve to distinguish" the brand enough.

Alleging one count of dilution and one count of confusion, Mathers' filing argues that the continued use of the name Swim Shady could "seriously injure the reputation" of his own brand or cause "blurring and tarnishment of the distinctive quality" of his own name.

USA TODAY has reached out to Swim Shady and Mathers' team for comment.

In a notice to both parties Sept. 29, the United States Patent and Trademark Office set the proceedings to begin in December, with the deadline for discovery on Dec. 28. An optional oral hearing was set for May 2, 2027.

This article originally appeared on USA TODAY: Eminem takes action against Swim Shady, accusing Australian brand of false association

Reporting by Anna Kaufman, USA TODAY / USA TODAY

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