Popular YouTuber Roman Atwood discusses his federal trademark infringement lawsuit against American Eagle.
On October 21, 2026, veteran YouTuber Roman Atwood uploaded a YouTube video about his federal lawsuit against American Eagle. The lawsuit states that Smile More Intellectual Holdings has filed a federal suit against American Eagle for trademark infringement.
In the video, he explained that he had worked hard to trademark and register his “Smile More” brand. Atwood said he had sent notices to several brands using the Smile More trademark on their products. Revealing he had done this more than 10,000 times, Atwood claimed American Eagle is the only brand that refused to comply. He said:
“It’s a lot of work… It took us a very long time to get Smile More trademarked and registered to us. And even crazier, we are in the position now where it’s uncontestable. That’s how long and how hard we’ve worked for this trademark. So SmileMore’s our baby. We’ve, we’ve fought for it for a long time. This is how this works, guys… You police your brand. And out of all 10,000 of these, all of them pull down the infringements.”
He said the notices were “basically like cease and desist,” suggesting that among all the warnings he had sent to brands, American Eagle is the only one that doesn’t believe it is infringing. Stating that he had owned the Smile More trademark for over a decade, he had this to say:
“It’s basically like cease and desist… American Eagle is straight up saying we are not going to stop selling it and we don’t believe we’re infringing… This is us saying, ‘Hey, you are infringing, and here is all our proof, and here is all our registered trademarks. Here is over a decade of owning this mark and who we are and what we do,’ and American Eagle’s refusing to pull it. So the next step is you have to sue the company.”
Roman Atwood Talks About the Importance of Brand Policing
After revealing that he is in a federal lawsuit with American Eagle, Roman Atwood talked about brand identity. He said it is important to police your brand wherever necessary. He said:
“It’s important that you police your brand because if you don’t, then, ‘Oh, this mom-and-pop shop, you let them sell your brand, but you won’t let us?’ So it’s important that you… have to protect that. And it is a lot of work.”
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I’m Abhishek Sharma, an author at TigerJek.com. I enjoy exploring games, testing different strategies, and turning what I learn into clear, useful guides. My goal is to help players understand the game better and improve without the usual confusion.
