New Balance accuses Golden Goose of copying the 990. In a lawsuit in Massachusetts District Court, an American company claims that the Golden Goose Dad-Star sneakers, which the Italian brand began selling in 2021 for $625, are "too similar in design" on the New Balance 990, first launched in 1982 and now selling for $199.
New Balance also believes that the "Dad" in the name of the Golden Goose sneaker model is also an attempt to recapture the "deserved New Balance image of the so-called "dad shoes", or "daddy shoes" in English, a style that has become popular in recent years.
The use of gray is also a point of contention, with New Balance claiming that the Golden Goose "conspicuously used shades of gray" in its alleged infringing shoe model, which "increases the likelihood" of confusion.
To further prove its point, New Balance claims in the lawsuit that Golden Goose's business strategy is to "identify popular and innovative shoe designs and replicate them to capitalize on the creativity of other shoe brands." In its complaint, the Boston shoe company cited "numerous shoe designs" on the Golden Goose online site that allegedly mimic other brands, and also called the Italian company a "serial copyist".
With this lawsuit, New Balance is seeking to have the court stop Golden Goose from selling Dad-Star sneakers and recall all remaining inventory for destruction. New Balance is also aleatherg the court to award Golden Goose's profits from the sale of the model, for damages and attorneys' fees.