Failed Talks, A Lawsuit, and an Abrupt Ending
Multiply initially reached out to X in May 2023 to negotiate a resolution. The two sides even agreed to a two-month standstill, presumably to explore settlement options. However, Multiply claimed its attempts to communicate with X were met with silence, prompting the firm to file a lawsuit with four claims, including:
- Trademark infringement
- False designation of origin
- Common law unfair competition
- Violation of California’s unfair competition law
By October 2023, Multiply pushed for a swift resolution, arguing that time would only complicate a settlement. Meanwhile, X remained non-committal, merely suggesting it wanted to “further discuss ADR options.”
Now, with the lawsuit abruptly settled, questions linger over whether X Corp. compensated Multiply or if an alternative agreement was reached behind closed doors.
Legal Teams Stay Tight-Lipped
Neither X nor its attorneys have publicly commented on the settlement.
Multiply was represented by Ellis George LLP and Ross Levitt LLC, while X Corp. enlisted powerhouse law firm Debevoise & Plimpton LLP.
For now, the case is officially closed—but the battle over the iconic “X” may have just set a precedent for future branding wars.
