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The Name Game Nobody Wants to Play

What happens when a PR crisis plays out live in front of millions of people? That’s what happened when drag artist and climate activist Pattie Gonia brought a lawsuit filed by outdoor recreation company Patagonia for trademark infringement into the social media spotlight.

What started as a private dispute between former partners quickly turned into a heated online feud, with all eyes on the similarly named parties.

The controversy underscores the importance of strategic communications to help brands navigate polarized public conversations and reinforce their values while maintaining trust across diverse audiences — Emerson Street Media’s expertise.

What’s the Big Deal?

When something private is taken into the public eye, there is a risk of losing context and nuance. As information is shared through video, text, and commentary, misinformation can spread and details can become distorted. This is where misunderstandings take hold.

Patagonia’s established reputation as a “green” brand that donates most of its profits to environmental causes and advocacy serves as a rebuttal to accusations of corporate greed. As more details about the lawsuit circulated, perceptions of Pattie Gonia became more negative.

“No Deal, Patagonia”

Pattie Gonia initially gained the upper hand by sharing videos detailing her side of the conflict. However, the lack of a coordinated PR strategy contributed to a shift in momentum.

In response to the uncontextualized claims, Patagonia released a statement outlining the reasoning behind its $1 trademark lawsuit, expressing a desire to resolve the issue and listing its requests of Pattie Gonia. Accompanied by an acknowledgment of the potential impact on the LGBTQ+ community, Patagonia provided a clear, concise, and socially aware response.

Instead of taking time to craft a measured statement addressing the criticism, Pattie Gonia published a response claiming Patagonia’s lawsuit was an attempt to erase her advocacy and announced: “No deal, Patagonia.”

Pattie Gonia’s first mistake was including demands that had already been addressed in a 2022 signed agreement: “Stop selling and promoting apparel and other products as Pattie Gonia.” Other missteps included accusing Patagonia of attempting to prevent Pattie Gonia from using her name and advocacy entirely — claims that were quickly disputed.

Trademark This, Trademark That

Other prominent drag artists, including Trixie Mattel and Jan Sport, share names with large corporate brands. Both artists and corporations have found ways to coexist, often by ensuring a drag name is not monetized in a way that implies affiliation with the brand, helping avoid trademark infringement.

Pattie Gonia chose to break from this well-established path toward resolution. Her original open letter attempted to frame Patagonia as targeting her advocacy and activism, rather than protecting its trademark.

Patagonia has a responsibility to protect its trademarks — by allowing one instance of infringement, it could weaken its legal standing in future cases. If Patagonia’s intent were to suppress advocacy, the lawsuit would not have been limited to $1.

How Emerson Street Media Can Help with Your Public Relations

When you’re in over your head, you need the right PR professionals to guide you. At Emerson Street Media, we get ahead of the news cycle by proactively identifying vulnerabilities, establishing clear and consistent messaging to control the narrative, and identifying strategic opportunities to rebuild public perception. Need a plan before a crisis hits? Reach out today.