On the 7th August 2019, the EUIPO finally stopped the Chinese company Shenzhen Nighthero Technology for registering their word mark ‘HeroGoGo’ in class 9 (for goods such as camcorders, webcams, cinematographic cameras, flashguns for cameras and night vision goggles) on the grounds that consumers would likely confuse this mark with one of GoPro’s earlier trademarks, ‘HERO’, which was registered in the same class for the same goods.

With the marks being aurally similar, the EUIPO came to the conclusion that consumers might perceive the Chinese company’s mark in conjunction with elements ‘Hero’, ‘Go’ and ‘Go’ and that due to the use of the word ‘Hero’ in both cases, consumers may believe that ‘HeroGoGo’ is a new brand line under GoPro.