China is a large and fast-growing market for Under Armour. The sports apparel and footwear company reported $80 million in revenue in the country last year, and expects to generate $150 million in 2016.
So Under Armour took notice of the recent rollout of a China company whose logo bears a resemblance to its own.
The company, which is promoting sports shoes, is called Uncle Martian. Its logo looks like a "U" with an upside-down "U" beneath it.
Under Armour's logo is similar except that the "Us" interlock to form an "A" on the bottom. The logo - the stylized letters often appear above the company name – was registered in 2006.
Under Armour has not shied away from litigation in the past to defend its brand and advertising in the past.
"Under Armour is aware of the Uncle Martian launch event," the Baltimore-based company said in a written statement. "Uncle Martian's uses of Under Armour's famous logo, name, and other intellectual property are a serious concern and blatant infringement. Under Armour will vigorously pursue all business and legal courses of action."
Weibo, a website with Chinese-language content, indicated Uncle Martian is associated with Tingfei Long Sporting Goods Co., where officials could not be reached for comment.
From Hong Kong, the New York Times reported that no one at the company answered a phone number used in an annual report.