Asics Sues Gem Trendz Over Unauthorized Sneakers
The sportswear brand alleges the Amazon storefront sold its trademarked shoes without authorization, outside its quality-control system.
Updated on Nov. 10, 2026 in Financial Crime
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Asics has sued Payment System Solutions and Services LLC and the Amazon storefront Gem Trendz in the U.S. District Court for the Central District of California. The brand alleges the defendants sold sneakers bearing Asics trademarks without authorization, after Amazon sent a cease-and-desist letter and the defendants did not respond.
Why it matters
The suit highlights how third-party sellers on large online marketplaces can sell branded goods outside a manufacturer's quality controls, leaving buyers with counterfeit, used or poor-quality products they believed were new and genuine. Customers across the United States who buy shoes through online sellers may face similar risks when a listing's authenticity is unclear.
Asics filed the suit in the U.S. District Court for the Central District of California, requesting monetary compensation, a ban on future sales of Asics-trademarked products by the defendants, removal of related reviews, and a freeze on the defendant's Amazon fund plus attorneys' fees. The defendants did not respond to Amazon's cease-and-desist letter, and the court has not yet ruled on the claims.
The players
Asics
Asics is a Japanese sportswear company known for its running and athletic footwear lines, which brought the trademark suit.
Amazon
Amazon is the global e-commerce company whose marketplace hosted the Gem Trendz storefront and which issued the cease-and-desist letter to the defendants.
The details
Asics alleges the defendants sold sneakers bearing its trademarks without authorization and outside its quality-control system, presenting them to customers as genuine and new. Customers reported receiving products that were not in original packaging, were counterfeit, previously used, or of poor quality.
Timeline
Around October 5: Amazon sent a cease-and-desist letter to the defendants, which did not respond.
November 9, 2026: Asics filed the lawsuit in federal court in the Central District of California.
Legal Context
The case follows Amazon's own cease-and-desist enforcement against third-party sellers, with Asics now pursuing the matter in federal court after the seller did not respond. It illustrates how brand owners increasingly combine marketplace complaint processes with litigation to address unauthorized sales of trademarked goods online.
Shoppers buying athletic shoes from third-party sellers on Amazon should check seller details and reviews before purchasing, since listings may not be authorized by the brand. Buyers who receive counterfeit, used or poor-quality products may need to pursue returns or refunds through the marketplace.
The takeaway
Verifying that a seller is authorized by the brand before buying branded footwear online can help avoid counterfeit or used products presented as new. Buyers who suspect unauthorized listings can report them through the marketplace's complaint process.
Further reading
For broader context on fraud and deceptive sales, see Financial Crime coverage.
Source note: This article includes information reported by Complex.
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