A Chinese court just found in favor of New Balance in a trademark case. This is a big win for the American sneaker manufacturer. After all, it has been traditionally very difficult for companies to win IP suits in a country that has many times been accused of turning a blind eye to counterfeits.

The Chinese court ruled that three companies in China–New Boom, New Barlun, and New Bunren–all infringed upon New Balance’s logo, a distinctive N. The three companies owe a combined $1.5 million to New Balance. But while that sum may not seem like much, it’s more than American companies usually get. And it may pave the way for other American companies to be successful in IP disputes in China.

In the past, American companies usually ended up as losers when contesting trademarks. In 2016, Apple lost a lawsuit against a Chinese company using the “iPhone” trademark. Pfizer has lost multiple fights over its Viagra trademark. And Michael Jordan went through a protracted battle over the use of his own name. Most of these losses were based on the fact that Chinese law grants a trademark to whoever filed for it first, and most big American companies were just not quick enough.

But, that may be changing. The U.S. has put pressure on China to tighten its IP laws. China revamped its trademark law in 2014, allowing courts to award higher damages. Scott Palmer, a New York-based IP lawyer told the New York Times:

I don’t think this is a one-off. This is a fairly high-profile case, but I think that it falls squarely within a trend, in which the direction is more toward more significant damage awards when indeed it is warranted.

It doesn’t seem likely that American companies will necessarily start winning IP cases in China left and right. But for companies frustrated with their treatment in one of the world’s largest markets, this could be a good sign for the future.

Anneliese Mahoney

Anneliese Mahoney is Managing Editor at Law Street and a Connecticut transplant to Washington D.C. She has a Bachelor’s degree in International Affairs from the George Washington University, and a passion for law, politics, and social issues. Contact Anneliese at amahoney@LawStreetMedia.com.

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It all started with a simple statement.

“The Obama administration turned a deaf ear to us and frankly, with President-elect Trump, we feel things are going to move in the right direction,” Matthew LeBretton, the VP of public affairs for New Balance, said to the the Wall Street Journal.

LeBretton said it was taken out of context. However, not quickly or loudly enough, as news of New Balance’s supposed public endorsement went viral.

His response was to a question regarding the Trans-Pacific Partnership (TPP); an initiative backed by President Obama, which Donald Trump vehemently opposed. As the only major shoe company still manufacturing its shoes in the states, New Balance said this program would hurt it.

With the statement coming off to many as an endorsement, people became angry, even to the point of burning their shoes and threatening to boycott the business.

@SoleCollector@newbalance good to know. I made a little bonfire tonight pic.twitter.com/yOdCTbQgac

— skreetware (@milftears) November 10, 2016

Videos of social media users lighting their shoes on fire, throwing them out, and even flushing them (kind of) down the toilet were posted all over social media.

. @Therealtesp@newbalancepic.twitter.com/8vdBRXEJzD

— Marcus H. Johnson (@smoothkobra) November 11, 2016

Just as some people responded with anger, others celebrated.

One such person was Andrew Anglin of The Daily Stormer, which hails itself as “America’s #1 Most-Trusted Republican News Source.”

“The official shoes of white people” aka New Balance, is trying to fix its PR disaster after Anglin published an article willing his readers to go out and buy New Balance shoes because “their brave act has just made them the official brand of the Trump Revolution.” This endorsement prompted New Balance to reply, trying to distance itself from some of the views of the alt-right.

pic.twitter.com/lXtWlCFkIV

— New Balance (@newbalance) November 15, 2016

“My statements aren’t political, this is policy related solely to TPP.” LeBretton told Buzzfeed News. “I’ve spoken on the record to The Boston Globe and other sources about our opposition to Obama’s footwear tax and the TPP.”

However, this led to Anglin publishing another article about the brand. This time he restated his endorsement and added that “the only logical thing for the company to do at this point would be to come out aggressively in support of Trump and Republicans and our nationalist agenda to make America great again.”

Additionally, he wrote that New Balance is “being attacked by Jews and others” for their statement in support for Trump, and against the TPP.

New Balance is one of many companies Americans are heavily scrutinizing following the election. Journalists and citizens criticized both Google and Facebook for their roles in fake news dissemination, and social media users have been circulating many other companies’ names for being pro-Trump and places to boycott.

Julia Bryant

Julia Bryant is an Editorial Senior Fellow at Law Street from Howard County, Maryland. She is a junior at the University of Maryland, College Park, pursuing a Bachelor’s degree in Journalism and Economics. You can contact Julia at JBryant@LawStreetMedia.com.

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