American Eagle Outfitters filed a lawsuit against Payless ShoeSource to "preserve the integrity of its popular youth-oriented lifestyle American Eagle Outfitters brand and to prevent consumer confusion arising from Payless’ use fo the American Eagle footwear mark" that the company bought from Jimlar Corporation last year. American Eagle Outfitters and Jimlar, a shoe wholesale company had co-existed without confusion, until PaylessShoeSource bought the Jimlar brand and has started to portray its brand  as "the youth fashion brand American Eagle" leading to confusion on if is sells American Eagle Outfitters merchandise 

"Our most valuable asset is our brand. We are committed to providing only high-quality, authentic merchandise to our loyal customers," said American Eagle Outfitters’ Vice President and General Counsel, Neil Bulman, Jr. "The mounting public confusion that Payless created has compelled us to take this action. As always, we will vigorously protect our brand as a leading lifestyle destination for 15-25 year olds."