A former executive at the South Sydney Rabbitohs has found himself at the centre of a bizarre legal dispute with American rapper Eminem.
Jeremy Scott, who worked as the sponsorship manager for the Bunnies between 2004 and 2010, and his partner Elizabeth Afrakoff founded the Australian swimwear and beach essentials brand, Swim Shady, last year.
Since its inception, the brand, which is best known for selling its unique Swim Shady beach shades, has grown exponentially and now ships products to countries around the world.
However, the couple were dealt a major setback last year after it was revealed that the American rapper and songwriter, Eminem,who also goes by the name Slim Shady, had filed an opposition to the couple’s brand name Swim Shady, according to The Daily Telegraph.
The 53-year-old issued his opposition to the beach essentials brand through IP Australia and is also understood to have launched opposition to the brand name’s trademark in the United States.
Mr Scott said he was left staggered by the rapper’s objection to their brand name, stating he and his partner had followed the correct procedures when establishing the company.
A former executive at the South Sydney Rabbitohs, Jeremy Scott and his partner Elizabeth Afrakoff, have found themselves at the centre of a bizarre legal dispute with Eminem
The couple have named their Australian beachwear brand ‘Swim Shady’, however American rapper Eminem (pictured) who goes by the name Slim Shady, has issued an objection to their trademark
Mr Scott (pictured) said he was left stunned after an email from Eminem’s legal team landed in his inbox
‘Just disbelief,’ he said to The Daily Telegraph. ‘We have followed the right process from the start. How could this happen?
‘We got it approved through the normal processes. Then suddenly you have one of the world’s biggest international superstars slide into your inbox.’
Eminem, who is also known as Marshall Mathers, has a reported net worth of A$380million, with his most recent album The Death of Slim Shady (Coup de Grace) being released in 2024.
Prior to the launch of the Aussie beach essentials brand, Eminem had held two trademarks in Australia: Shady and Shady Limited.
In January, he had also filed a trademark for the name Slim Shady in Australia.
Mr Scott would spend six years working with the Souths before joining up with marketing services agency, Dream Team Management. He and Ms Afrakoff first thought of the idea to set up the company during the COVID-19 pandemic.
Mr Scott added: ‘It’s hard to fathom really. We‘re a beach shade in Australia — how can that get the eye or focus of an international rap singer?
‘It’s hard to work out.’
Eminem (pictured), who is also known as Marshall Mathers, has a reported net worth of A$380million, with his most recent album The Death of Slim Shady (Coup de Grace) being released in 2024
Swim Shady are best known for selling their unique beach shades. The company, which was founded last year has grown to also selling other beach essentials, including swimwear, bags and towels
Mr Scott (pictured) says the couple will continue to fight the dispute and have been taking measures to register their trademark internationally
The couple have sought legal advice of their own and, according to The Daily Telegraph and have also utilised the Madrid Protocol to protect their intellectual property in the US, Europe, China and Japan.
The Madrid Protocol allows those who own a piece of intellectual property to file a single trademark registration that can be established across a range of territories.
‘We have secured registration across other international markets — the US, Japan and Europe. That shows we have done everything properly,’ Mr Scott said.
‘We have to let it run its course now in Australia. When you receive notice from one of the world’s most famous entertainers, of course, it was confronting.
‘You have to stay focused and keep doing what you do.’
