Pele sues Samsung over improper use of image in newspaper ad

March 30, 2016
(Chicago Tribune screen capture / Yonhap)

(Pele, left, Chicago Tribune screen capture, right / Yonhap)

CHICAGO (AP) — Brazilian soccer legend Pele is suing Samsung in Chicago federal court, claiming the electronics company improperly used his identity in The New York Times.

The lawsuit was filed earlier this month by attorney Fred Sperling on behalf of Pele, 75, claiming Samsung used a Pele look-alike in an October advertisement for televisions. The ad’s wording doesn’t mention Pele, but claims the elderly black man pictured in it “very closely resembles” Pele with a white soccer player performing a “modified bicycle or scissors-kick, perfected and famously used by Pele.”

The lawsuit says the ad will confuse consumers and hurt the value of his endorsement rights. It seeks $30 million in damages. Pele has endorsement deals with other companies, including Volkswagen, Subway, Emirates and Procter and Gamble.

The lawsuit says the ad appeared after Samsung broke off negotiations to use Pele’s image in 2013. Specifically, the lawsuit said Samsung pulled out of negotiations at the last minute “and never obtained the right to use Pele’s identity in any manner or in any format.”

Sperling is the same attorney who in August helped former Chicago Bulls star Michael Jordan win an $8.9 million jury verdict against the former supermarket chain Dominick’s. In that case, Jordan said Dominick’s improperly used his identity in a print ad.

“The goal is to obtain fair compensation for the unauthorized use of Pele’s identity and to prevent future unauthorized uses,” Sperling said.

Samsung spokeswoman Danielle Meister Cohen said in an email Tuesday that the company has no comment on the lawsuit.

moose knuckles pas cher moose knuckles pas cher moose knuckles pas cher moose knuckles pas cher moose knuckles pas cher moose knuckles outlet moose knuckles outlet moose knuckles outlet moose knuckles outlet moose knuckles outlet maillot de foot pas cher maillot de foot pas cher maillot de foot pas cher maillot de foot pas cher maillot de foot pas cher scarpe nike air max outlet scarpe nike air max outlet scarpe nike air max outlet scarpe nike air max outlet scarpe nike air max outlet scarpe nike air max outlet nike tn pas cher nike tn pas cher nike tn pas cher nike tn pas cher air max pas cher air max pas cher stone island outlet stone island outlet stone island outlet stone island outlet stone island outlet stone island outlet barbour pas cher barbour pas cher barbour pas cher barbour pas cher barbour pas cher nike tn squalo nike air max outlet mcm outlet online moose knuckles outlet happiness outlet happiness outlet shoes