EU Adidas TM Case Elucidates 'Acquired Distinctiveness' Published By Simon Ayrton, Alex Borthwick, William Hillson 10/07/2019 13:47:31 Partner Simon Ayrton, of counsel Alex Borthwick and associate William Hillson explore the concept of ‘acquired distinctiveness’ here in Law360 following the high-profile EU Adidas trade mark case.