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Big O Tire Dealers, Inc., a Colorado Corporation v. The Goodyear Tire & Rubber Company, an Ohio Corporation
Court of Appeals for the Tenth Circuit (1977) | 561 F.2d 1365
TL;DR: A small tire company sued Goodyear after the corporate giant launched a massive advertising campaign using the smaller company's "Big Foot" trademark. The court affirmed liability, establishing the doctrine of "reverse confusion" where a junior user's saturation advertising creates confusion about the senior user's product source.
Legal Significance: This case established the viability of the "reverse confusion" theory of trademark infringement, protecting smaller senior users from being overwhelmed by larger, junior users. It also introduced a novel method for calculating corrective advertising damages for plaintiffs who cannot afford to mitigate harm before trial.