Rap superstar Marshall B. Mathers III, 53, known globally as Eminem, has filed a lawsuit against Sydney-based beachwear company Swim Shady, claiming the brand’s name infringes on his iconic alter ego, Slim Shady.
The dispute follows the approval of Swim Shady’s trademark by the United States Patent and Trademark Office in September 2025.
Eminem, who secured ownership of the “Slim Shady” trademark in January 2025, has petitioned to cancel Swim Shady’s registration, arguing that the company’s name could confuse consumers and dilute the value of his persona.
Swim Shady, founded in December 2024 by former NRL executive Jeremy Scott and partner Elizabeth Afrakoff, markets beach umbrellas, swimwear, and sun-protection products.
The founders said they were surprised by the legal action and plan to defend their brand.
Eminem has long held trademarks for “Shady” and “Shady Limited” in multiple countries, covering music, performances, and merchandise.
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His legal team contends that Swim Shady’s use of a similar name risks misleading fans into thinking the rapper endorses the company.
Legal analysts say the case could set an important precedent for celebrity trademark rights, particularly when stage names are used outside the entertainment sector.
Both sides are asserting claims in the U.S. and Australia, signaling a potentially extended legal battle.
The outcome will be closely watched, as it may define the limits of trademark protections for globally recognized personas.