EA sues Energy Armor

EA has filed suit in a California court against Florida-based fitness accessory company Energy Armor, accusing them of deceiving customers with a strikingly familiar-looking logo. The games publisher is seeking an immediate end to use of the logo, plus damages including lost profits, all profits generated by Energy Armor using the logo, damages for corrective advertising, and attorneys' fees.

Gamasutra reports that EA alleges the fitness products are marketed using professional athletes, "which is similar to how Electronic Arts advertises and markets its EA Sports products." It claims that consumers are likely to think EA is the source of the Energy Armor products or otherwise authorized or licensed them. EA has apparently sent requests to Energy Armor to change its logo, but those contacts have gone unanswered.

So what exactly does Energy Armor do? They produce "Negative Ion" accessories like sleep masks and wrist bands, said to improve balance and flexibility, reduce stress, help sleep disorders, and increase alertness. The wrist bands retail on the company store starting at $24.95.

Before you rush out to place your order, though, it's important to keep in mind the power of positive thinking. The Energy Armor site highlights a video from a local FOX affiliate in February. The skeptical reporter seemed fairly convinced after testing the product, but a strength coach from the University of North Florida claims that any perceived benefits could be chalked up to the mere belief that it works. This led an Energy Armor specialist to remark, "Whether it's placebo or not, at the end of the day if you're feeling better that's all that matters."