A former National Rugby League executive says he cannot believe that Eminem has any issues with his trademark. Yet, Jeremy Scott, who launched the beach-shade and swimwear brand Swim Shady in late 2024, is now facing trademark opposition from Eminem.
Scott, once the sponsorship manager for the South Sydney Rabbitohs, says he followed every step of the process correctly. Still, Eminem filed an official opposition with IP Australia, arguing that the name “Swim Shady” is too close to his world-famous “Slim Shady” brand.
“Just Disbelief” From the Brand Owner
Scott says he was stunned. “Just disbelief”, he told The Daily Telegraph. “We got it approved through normal processes. Then suddenly one of the biggest superstars in the world slides into your inbox”.
He questioned why a beach-shade brand in Australia would catch Eminem’s attention. But the answer is simple. Eminem protects the Shady brand everywhere. Since the late ’90s, his name has been one of the most valuable identities in entertainment.
And “Swim Shady” sounds exactly like a play on his iconic alter ego.
Eminem Has Done This Before
This is not the first time Eminem has taken legal steps to defend his brand.
In 2023, he opposed the trademark application for “Reasonably Shady”, the podcast by Real Housewives of Potomac stars Gizelle Bryant and Robyn Dixon.
They wanted to trademark the title for selling merch like hats, water bottles, and lip gloss. Eminem’s team argued that the name could confuse consumers and damage his established brand. After all, he has used Slim Shady and Shady since 1998, owns the trademarks, and uses them for official merchandise.
Notably, Eminem did not object when his daughter Hailie trademarked Just a Little Shady. But that was different – she is, quite literally, a Little Shady.
A random “Shady” lip gloss sold by reality-TV podcasters? That crossed the line. He did not stop them from using the name for their podcast, though.
Swim Shady Troubles
Scott and his partner, Elizabeth Afrakoff, created Swim Shady after a “lightbulb moment” about four years ago. The brand is growing fast. It now sells in 50 Australian retailers and recently secured distribution in South Africa. It even gained protection through the Madrid Protocol, which provides a single trademark recognition across many countries.
But strong growth does not protect a brand from trademark conflicts. When a name echoes one of the most famous personas in music, you can expect legal trouble.
A Clash That Was Bound to Happen
While Scott says he is in shock, many observers are not. Eminem has built the Shady identity over 25 years. Protecting it is a business requirement, not a personal attack.
So even if Swim Shady sounds like a harmless beach brand, Slim Shady himself is not about to let anyone profit off his name.
