California yoga company Yogitoes, known for its grippy mat towels, is suing both Under Armour and Lululemon Athletica for breaching the patent for its “Skidless” mat towel. The towels are meant to prevent slipping around on the mat, and Yogitoes claims both competing companies are infringing on patented technology.
Yogitoes filed the case against Lululemon on September 30, and against Under Armor in November. The amount Yogitoes is seeking in damages is unknown, but representatives for Under Armor have acknowledged the suit.
Yogitoes patented its design in 2005. With the skyrocketing growth of heated and hot yoga (up to 105°F), yoga mat towel sales is a steadily growing category.
“Once the client noticed that there were these infringing mats out there, they moved pretty quickly to file a lawsuit,” said Glenn Trost, a lawyer for Novak Drice Connolly Bove + Quigg LLP in Los Angeles, which is representing Yogitoes.