Balance Athletica, a Denver-based athleisure brand founded in 2018, has announced that it will change its name to Vitality. The announcement follows a trademark infringement lawsuit filed by New Balance in the U.S. District Court of Massachusetts in November 2020. New Balance claimed that Balance Athletica used a “confusingly similar mark to sell the same goods, to the same consumers, using the same marketing channels.” The lawsuit was closed in September 2021. The rebranding announcement was released on March 20, 2022, without mentioning the case. On its website, Balance Athletica describes its transition to Vitality as a “brand refresh” and an opportunity that symbolizes its “growth as a brand and a community.” Vitality will be displayed as the new brand’s name on its e-commerce site, social media platform and products starting in April.

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