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`
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`4
` 
`
`%#  %%     55  ! 9 7
`0 ,20 ,  5 
`
`&% $%%$  &#%  !!$
`
` # % $ % #&%
`*****************
`
`
`
`
`
`
`
`RECOMMENDED FOR FULL-TEXT PUBLICATION
`4
` 
`;
`Pursuant to Sixth Circuit Rule 206
`
`ELECTRONIC CITATION: 2003 FED App. 0207P (6th Cir.)
`# !&$ 
`File Name: 03a0207p.06
`0103/,39
`55000
`
`
`
`  .,0 :77,
`0;0,3/ 4 147 55000
`#  #  &## 0' 0;0,3/
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`%42,8  4;,. $"&# $#$ !$
`0;0,3/ 4 147 550,39 0338  072,33
`$  #  ! 0;0,3/ 4 147
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`2
`ETW Corp. v. Jireh Publishing, Inc.
`No. 00-3584
` 47 ,30  22072,3  # &'#$%
` $  0 47 0 47 ,7 $ 00
`Cleveland, Ohio,
`for Appellee.
`J. Michael Murray,
`%% !!$ !!$ 48 3008 ,1473,
`BERKMAN, GORDON, MURRAY & DeVAN, Cleveland,
`4805  4,38 # &$ :7-,3
`Ohio, for Amici Curiae. ON BRIEF: Terence J. Clark,
`,1473, #:880 $ 4308 7 $&#% % $ 
`SQUIRE, SANDERS & DEMPSEY, Los Angeles, California,
` # ,38,8 9 884:7 7:.0 $ 007 3/,
`Thomas G. Kovach, SQUIRE, SANDERS & DEMPSEY,
` 7,:3   %$ $ 0 47 0
`Cleveland, Ohio,
`for Appellant. Dennis J. Niermann,
` 47 147 2. :7,0
`DENNIS J. NIERMANN COMPANY, Cleveland, Ohio, for
`Appellee.
`J. Michael Murray, Lorraine R. Baumgardner,
`#   /0;070/ 90 45343 41 90 .4:79 3
`BERKMAN, GORDON, MURRAY & DeVAN, Cleveland,
`. $#  430/   55 
` /0;070/ ,
`Ohio, Lucy A. Dalglish, THE REPORTERS COMMITTEE
`805,7,90 /880393 45343
`FOR FREEDOM OF THE PRESS, Arlington, Virginia,
`James E. Hough, MORRISON & FOERSTER, New York,
`*****************
`New York, Adam B. Liptak, NEW YORK TIMES
`COMPANY LEGAL DEPARTMENT, New York, New
` ! 
`*****************
`York, Diane L. Zimmerman, NEW YORK UNIVERSITY
`LAW SCHOOL, New York, New York, Mark S. Lee,
`# 897.9 :/0 !,3911
`550,39 %
`MANATT, PHELPS & PHILLIPS, Los Angeles, California,
`47547,943 %  8 90 .0383 ,039 41 /7.
`Joseph A. Kohanski, GEFFNER & BUSH, Burbank,
` %07 44/8 44/8 430 41 90 47/8 2489 1,24:8
`California, Russell S. Jones, Jr., SHUGHART, THOMSON
`574108843, 41078 44/8 .,72,3 41 90 -4,7/ 41 %
`& KILROY, Kansas City, Missouri, Bruce S. Meyer, Lynda
`,8 ,8830/ 94 9 90 0.:8;0 79 94 0549 8 3,20
`M. Braun, WEIL, GOTSHAL & MANGES, New York, New
`2,0 03088 ,3/ 83,9:70 ,3/ , 4907 5:-.9 798
`York, for Amici Curiae.
`% 438 , &390/ $9,908 97,/02,7 70897,943 147 90
`2,7 %# $ #0897,943 4    147 :80
`GRAHAM, D. J., delivered the opinion of the court, in
`3 .4330.943 9 ,79 57398 .,03/,78 24:390/
`which SILER, J., joined. CLAY, J. (pp. 40-78), delivered a
`separate dissenting opinion.
`
`
`
`
`
`UNITED STATES COURT OF APPEALS
`550, 1742 90 &390/ $9,908 897.9 4:79
`147 90 479073 897.9 41 4 ,9 0;0,3/
`FOR THE SIXTH CIRCUIT
`4
`  !,97.,  ,:,3 897.9 :/0
`
`7:0/ $05902-07   
`
`0./0/ ,3/ 0/ :30   
`ETW CORPORATION,
`PZaz'm‘z'ff-Appellant,
`01470 $# ,3/  7.:9 :/08 #
`897.9 :/0
`V
`No. 00-3584
`
`*****************
`JIREH PUBLISHING, INC.,
` &$
`Defendant-Appellee.
`
`#& %0703.0  ,7 $"&# $#$
`!$ 48 3008 ,1473, 147 550,39 0338
`Appeal fiom the United States District Court
`for the Northern District of Ohio at Cleveland.
` 072,33 $  #  !
`No. 98-01485—Patricia A. Gaughan, District Judge.
`
`
`
`Argued: September 14, 2001
`%0 4347,-0 ,208  7,,2 &390/ $9,908 897.9 :/0 147
`90 $4:9073 897.9 41 4 8993 - /083,943
`Decided and Filed: June 20, 2003
`
`
`Before: SILER and CLAY, Circuit Judges; GRAHAM,
`District Judge.
`
`OPINION
`
`

`
`4
` 
`
`% 475 ; 70 !:-83 3.
`
`
`
`
`
`% 475 ; 70 !:-83 3.
`
`4
` 
`
`54947,58 3490-448 503.8 5038 5489078 97,/3 .,7/8
`,3/ :324:390/ 54947,58
`
`8 84/ - 70 90 290/ 0/943 57398 ,70 03.480/ 3
`, 90 03;0450 ,..425,30/ 9 907,9:70 . 3.:/08
`, ,70 54947,5 41 #:8 , /08.75943 41 8 ,79 ,3/ ,
`0103/,39
`55000 70 !:-83 3. 70 41
`3,77,9;0 /08.75943 41 90 8:-0.9 5,393 3 90 17439 41
`%:8.,448, ,-,2, 8 90 5:-807 41 ,7947 .70,90/ -
`90 03;0450 #:88 3,20 ,550,78 3 -4. 099078 38/0 ,
`#. #:8 #:8 #:8 4 701078 94 2801 ,8
`70.9,30 . 3.:/08 90 003/ !,393 207.,
` 207.,8 854798 ,7989 ,8 .70,90/ 5,3938 41 1,24:8
`%74: $54798 43 90 -49942 8 , ,70 70574/:.943 41
`1:708 3 854798 ,3/ 1,24:8 854798 0;0398  10 0,2508
`#:88 83,9:70 94 3.08  ,3/ 903 3.08 43 3 90
`3.:/0 .,0 47/,3 ,7 .:70 4,. !,: 0,7
`-,. 41 90 03;0450 :3/07 90 1,5 ,70 90 47/8 ,89078
`
`7,39 90 !0--0 0,. 41 %4:73,2039 ,3/ 90
`41 ::89, 3 099078 9,9 ,70 9700
`098 41 ,3 3.  ,3/
`207.,8 :5 ,.9 #,.0 70 ,8 574/:.0/ ,3/
` %07 44/8 3 099078 9,9 ,70 430
`14:79 41 ,3 3. 
`8:..0881: 2,7090/ 290/ 0/943 ,79 57398 2,/0 1742
` 44/88 3,20 ,84 ,550,78 3 90 3,77,9;0 /08.75943 41 90
`#:88 5,3938
`5,393 070 0 8 2039430/ 9.0 3 9039
`09 308 41
`909 %0 909 ,84 3.:/08 7010703.08 94 90 8 4907 1,24:8
`No. 00-3584
`ETW Corp. v. Jireh Publishing, Inc.
`3
`4
`ETW Corp. v. Jireh Publishing, Inc.
`No. 00-3584
`3  #:8 .70,90/ , 5,393 03990/ %0 ,89078 41
`41078 /05.90/ 3 90 -,.74:3/ 41 90 5,393 ,8 0 ,8
`::89, . .4220247,908 44/88 ;.947 ,9 90
`90 94 .,//08 70 5:-80/ ,3/ 2,7090/ 94 :3/70/
`photographs, notebooks, pencils, pens, posters, trading cards,
`As sold by Jireh, the limited edition prints are enclosed in
`,89078 %4:73,2039 3 ::89, 047, 3   9 9,9
`and unmounted photographs.”
`a white envelope, accompanied with literature which includes
`0;039 44/8 -0.,20 90 4:3089 5,07 0;07 94 3 90
`a large photograph of Rush, a description of his art, and a
`,89078 %4:73,2039 0 80993 , 
`40 70.47/ 147 90
`Defendant-Appellee Jireh Publishing,
`Inc.
`(“Jireh”) of
`
`narrative description of the subject painting. On the front of
`94:73,2039 ,3/ , 70.47/ 
` 89740 2,73 41 ;.947 3 90
`%0 3,77,9;0 70,/8 ,8 1448 %0 ,89078 41 ::89,
`Tuscaloosa, Alabama, is the publisher of artwork created by
`the envelope, Rush’s name appears in block letters inside a
`147074:3/ 41 #:88 5,393 ,70 9700 ;08 41 44/8 3
`&3/03,- 90 08803.0 41 41 8 ::89, ,943, %0 ,89078 3/
`Rick Rush (“Rush”). Rush, who refers to himself as
`rectangle, which includes the legend “Painting America
`/1107039 54808 3 90 .03907 0 8 .425093 90 83 41
`,8 8:70 ,8 $573 9801 03 90 ,,0,8 50947, 41 .447 -:789 :543 98
`“America’s sports artist,” has created paintings of famous
`Through Sports.” Along the bottom is a large reproduction of
`:36:0 2,3.:70/ 5,74:3/ 41 418 70,9089 ,3 ,2489 0,;03 ,0
`, 41 .:- ,3/ 43 0,. 8/0 0 8 .74:.3 33 :5 ,3/

47
`figures in sports and famous sports events. A few examples
`4;079,08 90 .74/ 0.,:80 9070 8 842093 ,-4:9 ::89,
`
`, 4/03
`Rush’ s signature two inches high and ten inches long. On the
`4-807;3 90 5747088 41 , 5:99 %4 90 019 41 44/8 8 8
`970,/ 41 3489,, 9,9 0,;08 98 , 974: 90 03970 850.9,.0
`include Michael Jordan, Mark McGuire, Coach Paul “Bear”
`back of the envelope, under the flap, are the words “Masters
`.,// 0 :11 4,3 ,3/ 94 8 79 8 8 13, 74:3/
`$42093  ,5503 070 9,9 ,8 ,55030/ 147 /0.,/08 70,93088
`Bryant,
`the Pebble Beach Golf Tournament, and the
`ofAugusta” in letters that are three-eights ofan inch high, and
`5,793078 .,// 03/ 9080 1:708 8 90 ::89, ,943,
` 02070  %07 44/8  :30,8 ,3 3.425,7,-0 83 ,3/
`America’s Cup Yacht Race.
`Jireh has produced and
`“Tiger Woods” in letters that are one-fourth of an inch high.
`:-4:80 3 , -:0 -,.74:3/ -03/ 90 .:-4:80 ,70
`-:7 8 455430398 3 8 ,0
`successfully marketed limited edition art prints made from
`Woods’ s name also appears in the narrative description ofthe
`0308808 41 1,24:8 41078 41 90 5,89 443 /43 43
`Rush’s paintings.
`2/ 90 20247,-0 ,33 -,8098 41 90 ::89, ,943,
`painting where he is mentioned twice in twenty-eight lines of
` 44/8 %080 3.:/0 734/ !,207 $,2 $30,/ 03
`text. The text also includes references to the six other famous
`:-4:80 03 4,38 7/0 90 9 74. , ,3/ 90 /,3
`4,3 ,907 ,03 4-- 4308 ,3/ ,. .,:8
`147, 44 9,9 70098 0,. :089 , 89,7 8 -473 ,3/ 08 147 70, 3/
`In 1998, Rush created a painting entitled The Masters of
`golfers depicted1in the background of the painting as well as
`03/ 902 8 90 ,89078 0,/07 -4,7/
`,990893 1742 90 0,/07 4,7/ ,70 90 203 4 ,;0 14720/ , 41078
`Augusta, which commemorates Woods’s victory at
`the
`the two caddies.
`Jireh published and marketed two hundred
` 10/ 41 /70,28
`Masters Tournament in Augusta, Georgia, in 1997. At that
`%0 290/ 0/943 57398 /897-:90/ - 70 .43889 41 ,3
`event, Woods became the youngest player ever to win the
`2,0 41 #:88 5,393 . 3.:/08 #:88 83,9:70 ,9
`Masters Tournament, while setting a 72-hole record for the
`90 -49942 79 ,3/ .47307 030,9 90 2,0 41 90
`tournament and a record 12- stroke margin of victory. In the
`5,393 3 -4. 099078 8 98 990 %0 ,89078 1
`foreground of Rush’s painting are three views of Woods in
`::89, 030,9 90 990 3 -4. 099078 41 06:, 09
`different poses. In the center, he is completing the swing of
`8 90 ,79898 3,20 #. #:8 ,3/ -030,9 90 ,79898
`a golf club, and on each side he is crouching, lining up and/or
`3,20 3 82,07 :5507 ,3/ 407 .,80 099078 8 90 003/
`observing the progress of a putt. To the left of Woods is his
` !,393 207., %74: $54798
`caddy, Mike “Fluff” Cowan, and to his right is his final round
`partner’ s caddy. Behind these figures is the Augusta National
`Clubhouse.
`In a blue background behind the clubhouse are
`likenesses of famous golfers of the past looking down on
`Woods. These include Arnold Palmer, Sam Snead, Ben
`Hogan, Walter Hagen, Bobby Jones, and Jack Nicklaus.
`Behind them is the Masters leader board.
`
`03 0 734/ !,207 9 8 4235708039 7308 72
`74,73 98 ,5574;, 90708 1,2-4,39 $,223 $,22 $30,/ 47 90
`1The narrative reads as
`follows: The Masters of Augusta
`77057088-0 03 4,3 41 .4:780 4: 13/ ,907 ,03 4 5,0/
`Undeniably, the essence of golf is Augusta National, The Masters. And,
`8 1789 ,89078 3   3/ 4 .,3 14709 4-- 4308 , 97: 70,9
`as sure as Spring itself, when the azaleas’ plethora of color burst upon this
`430 4 ,,8 5,0/ ,8 ,3 ,2,90:7 070 30;07 ,8 , 574108843, ,89
`uniquely manicured playground ofgolf’ s greatest, an almost heavenly awe
`90708 90 4/03 0,7 ,. .,:8 89,3/3 9, 9 8 ,89078 94
`overtakes the crowd. Because there is something about Augusta--a golden
`8 .70/9 , 2,3 480 413 574088 8098 2 ,5,79 1742 2070 2479,8
`thread of nostalgia that weaves its way through the entire spectacle.
`Something will happen here that has happened for decades. Greatness
`:9 90 .03907 41 907 ,0 8  3307 %07 44/8 070
`will emerge. A Tiger Woods will unleash an incomparable swing and
`1,30/ - 8 .,//0 :11 ,3/ 13, 74:3/ 5,07 5,793078
`bury his opponents in his wake.
`
`Amid the memorable hanging baskets of the Augusta National
`Clubhouse, Ben Hogan’s Bridge, the 13th rock wall, and the dazzling
`floral logo that greets each guest, a star is born, and he’s for real. And
`attesting from the Leader Board are the men who have formed a golfer’s
`
`

`
`4
` 
`
`% 475 ; 70 !:-83 3.
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`
`
`
`
`% 475 ; 70 !:-83 3.
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`,3/ 119     8077,58 ,3/ 1;0 94:8,3/   
`947,58 41 %0 ,89078 41 ::89, ,9 ,3 88:3 57.0 41
` 147 90 8077,58 ,3/  147 90 947,58
`
`,98:89, 0. 3/:8 4 ; 039 #,/4 475   &$
`     %0 .0397, 88:0 8 0907 90 0;/03.0
`57080398 , 8:11.039 /8,7002039 94 706:70 8:-28843 94 ,
`:7 47 0907 9 8 84 430
`8/0/ 9,9 430 5,79 2:89 570;,
`,8 , 2,9907 41 , 3/07843 ; -079 4-- 3. 
`&$  
`  
`
`% 10/ 8:9 ,,389 70 43 :30   3 90 &390/
`$9,908 897.9 4:79 147 90 479073 897.9 41 4
`,03 97,/02,7 317302039 3 ;4,943 41 90 ,3,2
` %7,/02,7 ,28 ,80/ 43 90 &3,:9470/ &80 41 90
`.9  &$ V /:943 41 90 2,7 :3/07 90 ,3,2
`.9  &$ V. :31,7 .42509943 ,3/ 1,80
`#089070/ %7,/02,7 %07 44/8
`
`,/;07983 :3/07 90 ,3,2 .9  &$ V, :31,7
`% .,28 9,9 90 57398 41 #:88 47 .43899:90 90
`.42509943 ,3/ /0.059;0 97,/0 57,.9.08 :3/07 4 #0;80/
`:3,:9470/ :80 41 , 7089070/ 97,/02,7 3 ;4,943 41 90
`4/0 V  :31,7 .42509943 ,3/
`97,/02,7
`,3,2 .9  &$ V ,3/ 4 , 0.,:80
`317302039 :3/07 4 .42243 , ,3/ ;4,943 41
`97,/02,7 .,28 :3/07 4 , 144 90 8,20 ,3,88 ,8
` 44/88 79 41 5:-.9 :3/07 4 .42243 , 70
`No. 00-3584
`ETW Corp. v. Jireh Publishing, Inc.
`5
`6
`ETW Corp. v. Jireh Publishing, Inc.
`No. 00-3584
`9480 :3/07 90 ,3,2 .9 4:7 /8.:8843 41 90 10/07,
`.4:3907.,20/ 8003 , /0.,7,947 :/2039 9,9 #:88
`97,/02,7 .,28  90701470 03.425,88 90 89,90
`,79 57398 ,70 57490.90/ - 90 789 203/2039 ,3/ /4 349
`and fifty 221/2” X 30" serigraphs and five thousand 9" x 11"
`Matsushita Elec. Indus. Co. v. Zenith Radio Corp., 475 U.S.
`97,/02,7 .,28 ,8 0 #4. #4 , 41 ,20
`;4,90 90 ,3,2 .9 49 5,7908 24;0/ 147 8:22,7
`lithographs of The Masters ofAugusta at an issuing price of
`574, 587 (1986). The central issue is “whether the evidence
`:80:2 3. ; 0390 !74/8  /   9 7
`:/2039 %0 /897.9 .4:79 7,390/ 708 24943 147
`$700 for the serigraphs and $100 for the lithographs.
`presents a sufficient disagreement to require submission to a
` .93 ,//8 :3 :8. $94708 3. ;  ,//8
`8:22,7 :/2039 ,3/ /82880/ 90 .,80 $00 % 475
`jury or whether it is so one-sided that one party must prevail
`,2 :8. 97  /    9 7  
`; 70 !:- 3. $:55/   4  
`ETW filed suit against Jireh on June 26, 1998, in the United
`as a matter of law.” Anderson v. Liberty Lobby, Inc., 477
`% 920 50710.90/ ,3 ,550, 94 98 .4:79
`States District Court for the Northern District of Ohio,
`% .,28 9,9 70 31730/ 90 7089070/ 2,7 %07
`U.S. 242, 251-52 (1986).
`alleging trademark infringement in violation of the Lanham
` 44/8 - 3.:/3 9080 47/8 3 2,7093 2,907,8
` $9,3/,7/ 41 #0;0
`Act, 15 U.S.C. § 1 l 14; dilution of the mark under the Lanham
`ll. Trademark Claims Based on the Unauthorized Use ofthe
`. ,..425,30/ 90 57398 41 #:88 5,393 %0 47/8
`Act, 15 U.S.C. §1125(c); unfair competition and false
`Registered Trademark “Tiger Woods ”
` %07 44/8 /4 349 ,550,7 43 90 1,.0 41 90 57398 347 ,70
` 0 70;0 90 /897.9 .4:798 7,39 41 8:22,7 :/2039
`advertising under the Lanham Act, 15 U.S.C. § 1 125(a); unfair
`90 3.:/0/ 3 90 990 41 90 5,393 %0 47/8 %07
`/0 34;4 $5070 ; .,3 059 41 477  /  
`ETW claims that the prints of Rush’s work constitute the
`competition and deceptive trade practices under Ohio Revised
` 44/8 /4 ,550,7 :3/07 90 1,5 41 90 03;04508 .
` 9 7   $:22,7 :/2039 8 574507 070
`unauthorized use of a registered trademark in violation of the
`Code
`§4165.0l;
`unfair
`competition
`and
`trademark
`.439,3 90 57398 ,3/ 44/8 8 2039430/ 9.0 3 90
`9070 0898 34 88:0 41 2,907, 1,.9 ,3/ 90 24;3 5,79 8
`Lanham Act, 15 U.S.C. §11l4, and Ohio law. Because
`infringement under Ohio common law; and violation of
`3,77,9;0 . ,..425,308 90 57398
`03990/ 94 :/2039 ,8 , 2,9907 41 , 0/#;! .
`trademark claims under Ohio law follow the same analysis as
`Woods’s right of publicity under Ohio common law. Jireh
`3 .438/073 8:. , 24943 90 .4:79 .43897:08 ,
`those under the Lanham Act, our discussion of the federal
`%0 ,3,2 .9 574;/08 , /010380 94 ,3 317302039
`counterclaimed, seeking a declaratory judgment that Rush’s
`70,843,-0 1,.9:, 310703.08 3 1,;47 41 90 34324;3 5,79
`trademark claims will
`erefore encompass
`the
`state
`.,2 070 90 :80 41 90 2,7 8 , :80 490780 9,3 ,8
`art prints are protected by the First Amendment and do not
`trademark claims as well. Rock & Roll Hall of Fame &
`, 2,7  . 8 /08.759;0 41 ,3/ :80/ 1,7 ,3/ 3 44/
`violate the Lanham Act. Both parties moved for summary
`Museum, Inc. v. Gentile Prods., 134 F .3d 749, 754 (6th Cir.
`1,9 43 94 /08.7-0 90 44/8  41 8:. 5,79 (  &$
`judgment. The district court granted Jireh’s motion for
`4389,3934 #4.., .,//0 43 79 /85,3 9,9 ,08420 83 9,9
`l998)(citing Daddy ’s JunkyMusic Stores, Inc. v. BigDaddy ’s
`V- 800 $,3 7,3.8.4 798 ,3/ 909.8 3. ;
`summary judgment and dismissed the case. See ETW Corp.
`803/8 , 41 -, 897,907 ,3/ 97:07 9,3 84:/ -0 :2,3 5488-0
`Family Music Ctr., 109 F.3d 275, 288 (6th Cir. 1997)).
`&$ 25. 422   &$    072,3
`v. Jireh Pub., Inc., 99 F.Supp.2d 829 (ND. Ohio 2000).
` 3 8 :3.,33 5:993 ,-9 807;08 94 .425090 8 /423,93
`ETW timely perfected an appeal to this court.
`5071472,3.0 9,9 198 2 ,438/0 90 ,89078 41 ::89,
`
`1. Standard ofReview
`3 98 :36:0 47 41 ,79 207.,8 $54798 7989 #. #:8 ,8
`-03/0/ 90 .,72 ,3/ -4,891: -0,:9 41 3,9:70 9 90 2,31.03.0 41
`, /0/ 413 8947 ,3/ :3,-,80/ 5407 ,3/ .431/03.0 41 4:9 94
`We review the district court’s grant of summary judgment
`/0;07 , 2,890750.0 %0 ,89078 41 ::89,
`de novo. Sperle v. Michigan Dep ’t of Corr., 297 F.3d 483,
`490 (6th Cir. 2002). Summary judgment is proper where
`there exists no issue of material fact and the moving party is
`entitled to judgment as a matter of law. Fed.R.Civ.P. 56(c).
`In considering such a motion,
`the court construes all
`reasonable factual inferences in favor ofthe nonmoving party.
`
`ETW claims that Jireh infringed the registered mark “Tiger
`Woods” by including these words in marketing materials
`
`which accompanied the prints ofRush’ s painting. The words
`% ,.340/08 9,9 90 .4:79 300/ 349 805,7,90 ,//7088 98
`89,90 , .,28 147 97,/02,7 317302039 :31,7 .42509943 ,3/
`“Tiger Woods” do not appear on the face ofthe prints, nor are
`/0.059;0 97,/0 57,.9.08 $00 3, 701 41 % 5  3 
`they included in the title of the painting. The words “Tiger
`Woods” do appear under the flap of the envelopes which
`contain the prints, and Woods is mentioned twice in the
`narrative which accompanies the prints.
`
`The Lanham Act provides a defense to an infringement
`
`

`
`4
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`% 475 ; 70 !:-83 3.
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`% 475 ; 70 !:-83 3.
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`:80 /010380 ,8 , 2,9907 41 ,
`
`07 3. ; !,,099 254798 ,3/ 54798 3.  /
`  9 7   &3/07 90 /4.9730 41 1,7 :80 90
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`47/ 9,9 14728 90 97,/02,7 3 98 572,7 47 /08.759;0
`80380025,88 3 90 473, ,7
`708307 475 ; $
`43843 $43 3. /   3/ 7
`$0.943 , 41 90 ,3,2 .9  &$ V,
`  (,7 :80 507298 49078 94 :80 , 57490.90/ 2,7 94
`574;/08 , 79 41 ,.943 94 5078438 03,0/ 3 390789,90
`/08.7-0 ,850.98 41 907 43 44/8 ( 3 0;,:,93 ,
`,3/ 14703 .42207.0 ,,389 /0.059;0 ,3/ 280,/3 :80
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`
`41 47/8 3,208 82-48 47 /0;.08 47 ,3 .42-3,943
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`907041 . ,;0 -003 ,/4590/ - ,  207.,39 94 /0391
` 3 44/ 1,9 '.947,8 $0.709 $94708 ; 79.4 6:5
`8 44/8 ,3/ /893:8 902 1742 9480 2,3:1,.9:70/ -
`4    $:55/   $ 4   800 ,84
`49078 ( 0/07,
`4:
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` 
`No. 00-3584
`ETW Corp. v. Jireh Publishing, Inc.
`7
`8
`ETW Corp. v. Jireh Publishing, Inc.
`No. 00-3584
`3. ; $4308 3.  /   9 7  
`78.8 #089,:7,398 3. ; -8  4 41 $90:-03;0
`Woods,” on the grounds that thf claim was barred by the fair
`3.  /   9 7 .079 /030/  &$ 
`use defense as a matter of law.
` 
`
` %7,/02,7 ,28 &3/07  &$ V, ,80/ 43
`90 &3,:9470/ &80 41 90 03088 41 %07 44/8
`
` .00-798 3,20 2, -0 :80/ 3 90 990 41 ,3 ,7989.
`Miller, Inc. v. Palazzetti Imports and Exports, Inc., 270 F.3d
`47 84 43 ,8 9070 8 8420 ,7989. 700;,3.0 $00 #4078
`298, 319 (6th Cir. 2001)(“Under the doctrine of ‘fair use,’ the
`; 72,/  /  3/ 7  0 47
`holder of a trademark cannot prevent others fiom using the
`#,.3 883 ; !072:9907 !:- 3. 4 
`'
` 
`word that forms the trademark in its primary or descriptive
`    ,9    :    13/3 90
`sense.”)(emphasis in the original); Car-Freshner Corp. v. S. C.
`:80 41 , 7089070/ 2,7 43 90 990 41 , 5,393 57490.90/ -
`Johnson & Son,
`Inc., 70 F .3d 267, 270 (2nd Cir.
`90 789 203/2039 %0 :80 41 44/88 3,20 43 90 -,.
`1995)(“[F]air use permits others to use a protected mark to
`41 90 03;0450 .439,33 90 5739 ,3/ 3 90 3,77,9;0
`describe aspects of their own goods[.]”).
`In evaluating a
`/08.75943 41 90 5739 ,70 5:70 /08.759;0 ,3/ 9070 8
`defendant’s fair use defense, a court must consider whether
`3493 94 3/.,90 9,9 90 070 :80/ 4907 9,3 3 44/
`defendant has used the mark: (1) in its descriptive sense; and
`1,9 %0 57398 90 03;04508 . .439,3 902 ,3/ 90
`(2) in good faith. Victoria ’s Secret Stores v. Artco Equip.
`3,77,9;0 2,907,8 . ,..425,3 902 .0,7 /0391
`Co.,, 194 F. Supp.2d 704, 724 (S.D. Ohio 2002); see also
`#:8 ,8 90 84:7.0 41 90 5739 44/8 8 2039430/ 43 94
`Cairns v. Franklin Mint Co., 292 F.3d 1139, 1151 (9th Cir.
`/08.7-0 90 .439039 41 90 5739
`2002).
`%0 /897.9 .4:79 574507 7,390/ 8:22,7 :/2039 43
`A celebrity’s name may be used in the title of an artistic
`% 8 .,2 147 ;4,943 41 98 7089070/ 2,7 %07
`work so long as there is some artistic relevance. See Rogers
`v. Grimaldi, 875 F.2d 994, 997 (2nd Cir. 1989); New York
`Racing Ass ’n v. Perlmutter Publ ’g, Inc., No. 95-CV-994,
`1996 WL 465298 at *4 (N.D.N.Y. July 19, 1996) (finding the
`use of a registered mark on the title of a painting protected by
`the First Amendment). The use ofWoods’ s name on the back
`of the envelope containing the print and in the narrative
`
`% 8 8:7;0 0;/03.0 43 044/ 41 .431:843 ,8 290/ 94
`description of the print are purely descriptive and there is
`90 57398 41 #:88 5,393 ,3/ // 349 3.:/0 90 2,907,8 . :80/
`nothing to indicate that they were used other than in good
` 44/88 3,20
`faith. The prints, the envelopes which contain them, and the
`narrative materials which accgmpany them clearly identify
`Rush as the source of the print. Woods is mentioned only to
`describe the content of the print.
`
`IH. Trademark Claims Under 15 US. C. §II25(a) Based on
`% ,8 7089070/ 44/88 3,20 ,8 , 97,/02,7 -:9 9
`the Unauthorized Use of the Likeness of Tiger Woods
`,8 349 7089070/ ,3 2,0 47 03088 41 44/8
`0;0790088 % .,28 94 ,;0 97,/02,7 798 3
`Section 43(a) of the Lanham Act, 15 U.S.C. §1125(a),
` 44/88 2,0 ,3/ 03088 $0.943  , 41 90 ,3,2
`provides “a right of action to persons engaged in interstate
`.9 574;/08 , 10/07, .,:80 41 ,.943 147 317302039 41 ,3
`and foreign commerce, against deceptive and misleading use
`:37089070/ 97,/02,7 . ,1147/8 8:. 2,78 088039,
`of words, names, symbols, or devices, or any combination
`90 8,20 57490.943 ,8 9480 9,9 ,70 7089070/ $00 %4
`thereof, which have been adopted by a merchant to identify
`!0848 3. ; %,.4 ,-,3, 3.   &$  
`his goods and distinguish them from those manufactured by
`  (9 8 .42243 74:3/ 9,9 V, 57490.98 6:,13
`others[.]” Federal-Mogul-Bower Bearings, Inc. v. Azofi’, 313
`:37089070/ 97,/02,78 ,3/ 9,9 90 0307, 573.508
`F .2d 405, 408 (6th Cir. 1963); see also Frisch ’s Restaurant,
`Inc. v. Shoney’s, Inc., 759 F.2d 1261, 1264 (6th Cir. 1985);
`Frisch ’s Restaurants, Inc. v. Elby ’s Big Boy ofSteubenville,
`
`Inc., 670 F.2d 642, 647 (6th Cir.), cert. denied, 459 U.S. 916
`%0 /88039 28:3/0789,3/8 90 -,88 147 4:7 4/3 9,9
`/0103/,398 :80 41 90 7089070/ 2,7 %07 44/8 8 349 31733
`(1982).
` 0 13/ 43 9,9 /0103/,398 :80 41 90 2,7 ,8 , 1,7 :80 :3/07
`089,-80/ 97,/02,7 , %8 13/3 8 349 30/ 3 ,3 , 9 4:7
`ETW has registered Woods’s name as a trademark, but it
`805,7,90 13/3 9,9 /0103/,398 :80 41 44/88 2,0 ,8 349 ,3
`has not
`registered any image or
`likeness of Woods.
`317302039 41 5,39118 .,20/ :37089070/ 97,/02,7 3 , 2,08
`Nevertheless, ETW claims to have trademark rights in
`,3/ 0308808 41 44/8 %0 /880398 /8.:8843 41 5,39118 0;/03.0
`Woods’s image and likeness. Section 43 (a) of the Lanham
`41 .438:207 .431:843 3 .4330.943 9 5,39118 .,2 41 ;4,943 41
`Act provides a federal cause of action for infringement of an
`90 7089070/ 97,/02,7 %07 44/8 8 3,554890 -0.,:80 90 8:7;0
`8:-0.98 070 843 43 90 #:8 5739 . /408 349 .439,3 90
`unregistered trademark which affords such marks essentially
`47/8 %07 44/8
`the same protection as those that are registered. See Two
`Pesos,
`Inc. v. Taco Cabana,
`Inc., 505 U.S. 763, 768
`(1992)(“[l]t is common ground that §43(a) protects qualifying
`unregistered trademarks and that
`the general principles
`
`

`
`4
` 
`
`% 475 ; 70 !:-83 3.
`
`
`
`
`
`% 475 ; 70 !:-83 3.
`
`4
` 
`
`6:,13 , 2,7 147 70897,943 :3/07 V 41 90 ,3,2 .9
`,70 147 90 2489 5,79 ,55.,-0 3 /0907233 0907 ,3
`:37089070/ 2,7 8 03990/ 94 57490.943 :3/07 V,
`
`% ,88 :8 3 0110.9 94 .43899:90 44/8 2801 ,8 ,
`,3 9,3 97,/02,7 2,08 ,3/ 0308808 41 44/8
`,70 349 57490.9,-0 ,8 , 97,/02,7 -0.,:80 90 /4 349
`5071472 90 97,/02,7 1:3.943 41 /083,943 %0 /4 349
`%0 ,3,2 .9 /01308 , 97,/02,7 ,8 3.:/3 ,3
`/893:8 ,3/ /0391 90 84:7.0 41 44/8 %0 .,3349
`47/ 3,20 82-4 47 /0;.0 47 ,3 .42-3,943 907041
`1:3.943 ,8 , 97,/02,7 -0.,:80 9070 ,70 :3/4:-90/
`:80/ - , 507843 94 /0391 ,3/ /893:8 8 47 07 44/8
`94:8,3/8 41 2,08 ,3/ 0308808 41 44/8 9,03 -
` 1742 9480 2,3:1,.9:70/ 47 84/ - 49078 ,3/ 94 3/.,90
`.4:39088 54947,5078 ,3/ /7,3 809.0/ 47 5,390/ -
`90 84:7.0 41 90 44/8 0;03 1 9,9 84:7.0 8 :3343
`3:2074:8 ,79898 . ,;0 -003 5:-80/ 3 2,3 14728
`
` &$ V  %0 08803.0 41 , 97,/02,7 8 , /083,943
`41 20/, ,3/ 84/ ,3/ /897-:90/ 974:4:9 90 47/ 4
`3 90 1472 41 , /893:83 3,20 82-4 47 /0;.0 .
`70,843,-0 507843 .4:/ -00;0 9,9 2070 -0.,:80 9080
`8 :80/ 94 /0391 , 5078438 44/8 ,3/ /893:8 902 1742
`54947,58 47 5,3938 .439,3 44/88 03088 47 2,0
`90 44/8 41 ,34907 $00 %,.4 ,-,3,   &$ ,9  3
`90 , 473,90/ 9 44/8
`47/07 94 -0 57490.90/( , 2,7 2:89 -0 .,5,-0 41
`No. 00-3584
`ETW Corp. v. Jirelz Publishing, Inc.
`9
`10
`ETW Corp. v. Jirelz Publishing, Inc.
`No. 00-3584
`/893:83 90 43078( 44/8 1742 9480 41 49078
` 0 4/ 9,9 ,8 , 0307, 7:0 , 5078438 2,0 47 03088
`49 0;07 47/ 3,20 82-4 47 /0;.0 6:,108 ,8 ,
`.,3349 1:3.943 ,8 , 97,/02,7 :7 .43.:843 8 8:554790/
`ETW asks us, in effect, to constitute Woods himself as a
`qualifying a mark for registration under §2 ofthe Lanham Act
`57490.9,-0 2,7 7,907 9 2:89 -0 574;03 9,9 9 50714728 90
`- 90 /0.8438 41 4907 .4:798 . ,;0 ,//70880/ 98
`are for the most part applicable in determining whether an
`walking, talking trademark. Images and likenesses ofWoods
`4- 41 /0391.,943 0 94 /0391 430 84:7.0 ,3/ 94
`88:0 3 !7430 ; ,.,3 3.  /  3/ 7
`unregistered mark is entitled to protection under §43(a).”).
`are not protectable as a trademark because they do not
`/893:8 9 1742 4907 84:7.08 1 9 /408 349 /4 98 903
` 90 $0.43/ 7.:9 700.90/ , 97,/02,7 .,2 ,880790/
`perform the trademark fi.1nction of designation. They do not
`9 8 349 57490.9,-0 ,8 , 97,/02,7 $00  % $
`- 90 /,:9078 41 -,80-, 003/ ,-0 #:9 %0 5,39118
`The Lanham Act defines a trademark as including “any
`distinguish and identify the source of goods. They cannot
`#% #%  %##$  &#
`4-0.90/ 94 90 :80 41 #:98 03088 3 9700 54947,58
`word, name, symbol, or device, or any combination thereof’
`function as a trademark because there are undoubtedly
`. ,550,70/ 3 , .,03/,7 5:-80/ - 90 /0103/,39 %0
` !%%  V   
`used by a person “to identify and distinguish his or her goods
`thousands of images and likenesses of Woods taken by
`.4:79 700.90/ 907 .,2 4/3 9,9 , 54947,5 41 ,
`from those manufactured or sold by others and to indicate
`countless photographers, and drawn, sketched, or painted by
` ( 97,/02,7 :30 , .4579 47 5,9039 8 349 , 79
`:2,3 -03 :30 , 54797,9 41 , 1,3.1: .,79443 .,7,.907
`the source of the goods, even if that source is unknown.”
`numerous artists, which have been published in many forms
`3 7488 9,9 03,-08 , 4/07 94 0343 , 70574/:.9438
`8 349 307039 /893.9;0 3 90 97,/02,7 80380 41
`15 U.S.C. §l 127. The essence of a trademark is a designation
`of media, and sold and distributed throughout the world. No
`48943 909. 883 ; $:;,3  /   89 7
`903/3 94 3/.,90 473 / ,9   %0 .4:79 3490/ 9,9
`in the form of a distinguishing name, symbol or device which
`reasonable person could believe that merely because these
` .93 &3; 41 4970 ,20 /: ,. ;  4:7209
`#:9 ,8 430 41 90 2489 54947,50/ 203 41 8
`is used to identify a person’ s goods and distinguish them from
`photographs or paintings contain Woods’s likeness or image,
`44/ 254798 4  /     0/ 7  
`0307,943 , ,707 9,3 10 074 94 2438 ,3/ ,3 8947.,
`the goods of another. See Taco Cabana, 505 U.S. at 768 (“In
`they all originated with Woods.
`1:70 ( / %0 $0.43/ 7.:9 4:79 .43.:/0/ 9,9 ,
`order
`to be