ASICS filed suit Friday in the Federal District Court in the Western District of Tennessee against Fred’s, Inc, a 350+ store discount retail chain in the Southeast, for trademark infringement, unfair competition, and trademark dilution.

ASICS is seeking a preliminary and permanent injunction against Fred’s to prevent any future sales and distribution of shoes that bear a stripe design similar to the company’s famous stripe design or its I.G.S. (Impact Guidance System) registered trademark.

ASICS is also seeking damages, costs and attorney fees.

“Fred’s shoes are a blatant attempt to “rip-off” our image and goodwill and to deceive Fred’s customers into believing they are getting ASICS proprietary technology in their shoes. ASICS will not tolerate such actions,” says Michael Zall, Vice President and General Counsel for ASICS TIGER Corporation.