Corey Judson – Havaianas

Protecting trademarks and intellectual property is crucial in corporate law and business. Luckily for Havaianas, the Brazilian brand owned by the Brazil-based multi-national Alpargatas S.A. and known for making flip-flops and sandals for over 60 years, Corey Judson is at the helm of the legal department in North America, ensuring the brand’s trademark soles remain stuck to the feet of the organization.

Corey Judson | Havaianas | Legal Director

With a diverse background spanning biology, law, and international experience, Judson brings a unique perspective and passion to his role in safeguarding the distinguishing features of the beloved Brazilian brand.

“At Havaianas, I get the unique opportunity to protect culture through IP.  I cannot think of a better use of my background and skills.”

The company behind the brand Havaianas, Alpargatas S.A., was established in 1907. It is headquartered in Sao Paulo, Brazil, and has regional offices in various major cities, including Los Angeles, Madrid and Hong Kong. Consumers worldwide can buy high-quality flip-flops, originally inspired by the Japanese Zori style. Every pair of Havaianas has been designed in Brazil since the company’s inception.

“With our iconic rubber sole and bright, colorful and summer-infused designs, Havaianas has been spreading Brazilian spirit worldwide since day one,” Judson tells Vanguard in an interview in early June. “I am proud to share the pride our team has for our brand and Brazil.”

Not flip-flopping

One of the key elements of Judson’s work revolves around safeguarding Havaianas’ iconic features, with a particular emphasis on the distinctive Rice Pattern adorning the footbed of their flip-flops. Since its inception, this pattern, one of many hallmarks of the company, has faced challenges as numerous retailers and manufacturers attempt to replicate it. Judson’s team is dedicated to curbing the unauthorized use of this defining feature. The fact that Havaianas maintains and enforces its various US trademark registrations for the Rice Pattern really cements the design’s distinctiveness and recognizability.

The essence of Havaianas extends beyond the Rice Pattern, encompassing their recognizable font, logo and Greek Pattern, which have become integral to the brand’s identity. Judson highlighted the enduring efforts to navigate the complexities of trademark law, striving to protect these culturally significant elements, particularly in the face of rampant counterfeiting outside the United States.

In the pursuit of protecting these unique features, Judson and his team have encountered various challenges, including navigating the intricacies of international trademark law. Despite these obstacles, they have successfully settled disputes with major retailers and footwear brands, reinforcing their commitment to preserving the exclusivity of Havaianas’ distinct characteristics.

As Judson delves into the complexities of his role, he and his international legal colleagues seek to leverage the latest technological advancements, particularly the implementation of state-of-the-art CLM software. Embracing these innovations, he believes that when utilized effectively, this technology can enhance the efficiency and effectiveness of their legal efforts, further demonstrating his forward-thinking approach.

Despite the challenges, Judson finds fulfillment in his work, viewing his role within such a colorful and culturally-rich brand as the ultimate aspiration. His passion for leveraging his legal expertise and love for being a counsel is evident as he navigates the intricate landscape of trademark law and intellectual property rights, carving a unique and impactful career path for himself.

“Havaianas feels a responsibility to the Brazilian community to showcase meaningful elements of Brazilian culture to the world.  That responsibility means a lot to me, both professionally and personally,” Judson says.

Loving the law

Judson grew up in Lawrence, Kansas, and says that attending medical school was his original educational goal, but his interests changed during his undergraduate studies at the University of Texas.

Instead of pursuing a career in medicine, Judson attended law school, ultimately earning a Juris Doctor from Case Western Reserve University School of Law, which included a year spent at Monash University Law Chambers in Melbourne, Australia.  He then spent five years as an associate attorney for Rouse & Co. International across Riyadh and Dubai and five years in-house at Huda Beauty in Los Angeles before joining Havaianas in February 2022.

“I wanted to be a technical sciences lawyer because I’m very interested in patents and technology, but during law school, my focus shifted to brand protection,” Judson recalls. “Studying and working abroad gave me a unique perspective, especially on intellectual property.”

After several years of gaining complete law firm experience, Judson says he made the move in-house because he could manage projects from start to finish for one client while significantly impacting the organization’s success.

Beyond his professional endeavors, Judson’s personal journey adds another layer to his multifaceted character. With a strong background in the sciences and a captivating stint in the Middle East, he brings a diverse and global perspective to his role. This multicultural experience has equipped him with an invaluable understanding of intellectual property on a global scale, further enhancing his prowess as a legal director.

As Judson continues to navigate the challenges and triumphs of his role at Havaianas, he remains dedicated to learning Portuguese, a testament to his commitment to immersing himself in the culture and essence of the brand he tirelessly protects. His unwavering dedication and passion for preserving the soul of Havaianas exemplify the profound impact a legal director can have in safeguarding a brand’s legacy and identity.