Root sandals./Root
Since the 1990s, the Israeli root sandals have become a popular item.
Starting this month, the sandals will be registered as a three-dimensional trademark.
What does that actually mean?
Most trademarks consist of words or logos that are usually printed on the products manufactured or marketed by the owner of the mark.
Three-dimensional trademarks, on the other hand, protect the three-dimensional shape of the product itself, among other things, against the production of the same product by competing companies.
In addition, unlike the protection of designs, which also protect the shape of a product but whose protection is limited in time, the protection of a trademark is not limited in time.
Last year, the Deputy Registrar of Patents and Trademarks, Jacqueline Bracha, determined that the famous Shoresh sandal figure meets the conditions to be registered as a three-dimensional trademark.
In response to this, a number of companies submitted objections to the registration of the 3D mark, claiming that the registration could restrict their steps.
These objections were closed this month after understandings were reached between the companies.
Sandals Shoresh was represented in the proceedings before the Registrar of Patents and Trademarks by attorneys Nathaniel Ego, Doron Sharetzky and Uri Faust from Pearl Cohen Tzedek Letzer Baretz.
Shoresh joins Toblerone and Coca-Cola
Three-dimensional trademarks are quite rare and are registered in special cases where the shape of a product becomes identified among the consumer audience with the manufacturer, a unique and distinct clear identification.
For example, Toblerone chocolate, the Coca-Cola bottle and the Vespa motorcycle are registered as 3D trademarks in the world.
In Israel, only about 450 three-dimensional trademarks are registered (out of tens of thousands of ordinary trademarks), with only a few and particularly famous ones not also bearing the company's name (such as the Crocs sandal, Keter chair, or Toffee chocolate).
Root sandals have been inducted into the 3D Trademark Hall of Fame, and for good reason.
As part of the application for registration of root sandals as a trademark, it was proven that the classic sandal has become a real cultural icon in Israel.
In a competition held by the Ministry of Economy on the occasion of the 70th anniversary of the State of Israel, the sandals were selected as the most Israeli consumer product.
The sandals were even recognized as one of the most beloved Israeli brands and received a fashionable and up-to-date interpretation in fashion shows.
Even the Supreme Court already recognized 20 years ago the special reputation acquired by the character of the sandals of Root.
Toblerone Chocolate/Giphy
Root sandals as a general name for the category
The identification of Shork sandals is particularly prominent, until a survey conducted in 2019 found that 70% of all respondents (and 92% of those who purchased Shork sandals in the past) specifically recognized the unique sandals and associated it with the Shork brand and only with it.
Due to the same identification, the sandals became a central means of marketing and sales promotion of the company Root, and they are emblazoned on a variety of publications and products of the company.
As mentioned, these achievements led, in a reasoned decision by the deputy registrar of patents Jacqueline Bracha, to the determination that Shoresh sandals are eligible to enter the small club of three-dimensional trademarks.
The decision states that "Therefore, I am convinced that the three-dimensional figure has acquired a distinctive character to the extent sufficient for its registration. I will add that, taking into account the limited protection afforded by the requested figure and the variety of competing products, I believe that the registration of the mark will not harm competition in this market."
Yuki Gil, Root founder and chairman: "Shoresh sandals, which are identified with the values of the Israeli traveler in Israel and around the world, have been a symbol of quality for 25 years and have now won another achievement and recognition as a three-dimensional trademark.
I thank the law firm Pearl Cohen Zedek Letzer Baretz, who have accompanied Shoresh from the beginning of their journey for the great achievement and am proud to join a small and high-quality list of brands that have won this in Israel."
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