Formula 1 ‘Shoey’ trademark sparks anger

Formula 1 owners Liberty Media have audaciously trademarked the term ‘Shoey’ – the podium celebration of drinking champagne from a shoe – and at the same time sparked the wrath of the originators of the celebration which Red Bull driver Daniel Ricciardo has made famous… or infamous!.

The Shoey was most recently seen earlier this month when Ricciardo won the Chinese Grand Prix. The Australian is famous for celebrating with a Shoey on the podium and has had the likes of Sir Patrick Stewart and Gerard Butler drinking champagne from his race boot after the race.

The independent cite filings with the World Intellectual Property Organization (WIPO), F1’s branding department Formula One Licensing was granted a trademark registration to the word ‘Shoey’ on 24 August 2017. It has been registered in 25 countries including the United States, Germany, Italy, France and the United Kingdom where it came into force on 4 January this year.

The registration is only for one category but it’s a crucial one as it covers mecrhandise such as flasks, glasses, bottles, mugs, sculptures and figurines. The report adds that Formula 1 was able to trademark the term on 24 August, 2017 in the key commercial product field.

However, Formula 1 was not successful in trying to trademark the term for use in commercial clothing production.

Formula 1’s commercial arm was denied because the trademark had already been registered by the original architects behind the phrase – Aussie cult surfing figures Joel Scott, Damon Nichols, Shaun Harrington and Dean Harrington, the brains behind The Mad Hueys empire.

Korinne Harrington, a relative of The Mad Hueys founders, was reportedly the first person to register the “Shoeys” trademark.

The Mad Hueys are credited with bringing the ancient Aussie icon back into fashion during their surfing and fishing adventure video clips dating back to 2003.

Despite Harrington’s earlier trademark, Formula 1’s rival trademark has been registered across 25 countries, including Australia, the US, Germany, Italy, France and the UK.

The huge commercial potential of the trademark has left Ricciardo in the incredibly awkward position of being a Formula 1 driver and a friend of The Mad Huey group.

However, they remain the small Aussie battler in a legal battle with a global giant in Formula 1 whose trademark now could stop the company from trying to sell merchandise with its own slogan printed on it.

The Mad Hueys were the catalyst for the humble “Shoey” making it onto the world stage.

“The Shoey was handed down to us by our ancestors back in 1985 when I was born. And we’re keeping the tradition alive,” one of the Harrington twins said.

“It’s pretty much just gone ham again now with Jack Miller starting it off. I went to the MotoGP and I was sitting with his mum and she goes: Oi, Jack wants to meet ya.”

“So we went to his little mobile caravan thing at Phillip Island in the pits and I just got dead nude and jumped into his race gear and started doing shoeys and sh!t and then I dunno, he just said to us the next time he gets on the podium he’s gonna do a ‘Shoey’, so he ended up winning and the rest is history.

“From there it went on to Daniel Ricciardo. I was so proud of him. Skolled it like a true champion, after doing a race a couple of hours long and all that sweat in there building up – it was a bit watered down but you gotta respect it.”