Ken Oath: Devils reach agreement over trademark

The Ken Oath marketing campaign is back on track with the Tasmania Devils reaching an agreement with a Brisbane-based surfing brand.

On Wednesday afternoon the AFL’s newest club launched the limited-edition t-shirt to mark the appointment of Ken Hinkley.

The merchandise was immediately available for pre-order for $60.

“Featuring an exclusive KEN OATH map illustration printed on our Tasmanian-made signature Devils bottle green unisex tee,” the now deleted page read on the official club website.

But it turns out marketing slang ‘Ken Oath’ was already licensed to a surfing brand which sells stickers, hoodies and bikinis in Queensland.

As a result, the page went the way of the Tasmanian Tiger with the copyright infringement forced the Devils to act swiftly, or risk a legal battle.

The Brisbane company's website reads: “Kenoath is a Brisbane-based streetwear label which projects positivity and enthusiasm and captures the heart of Australian culture.

“Kenoath’s designs are bold, cheeky and laconic, blending wheels, waves and art into a fashion label of stoke.”

Faced with the prospect of pulling the Devils’ Ken Oath campaign just hours after it was launched, marketing executive Kath McCann reached out directly to the Brisbane small business to find a solution.

It's understood Des Hughes (the owner) and McCann have enjoyed healthy conversations across the last 24 hours.

So much so that Devils are hopeful of negotiating a collaboration with the Queensland brand, which was established in 2012.

Following those conversations, the club has now reached an agreement with the organisation surrounding the copyright which will see the campaign live on.