February 2003
X-rated BMX exacerbates bike star
For several years now Dave Mirra has been a hero within the BMX fraternity. Following in the footsteps of iconic pro-skateboarder Tony Hawk, Dave Mirra put his name behind a series of games produced by the games developers Acclaim.
Prior to release it appears that Mr Mirra became concerned about the "soft-porn" image and content of the game. He requested that his name and endorsement be removed form the game to which Acclaim agreed however it became clear just prior to the game's release that his name was still present on much of the publicity.
Mr Mirra is now considering issuing a claim for up to $21 million.
Briffa Comment:
This situation highlights two notable progressions in the intellectual property world. Firstly, it is clear that celebrities are focusing increasingly on themselves as a brand and the value that this brand might hold. Personality rights are becoming a lucrative industry and celebrities are keen to protect their assets. Secondly, computer and video games are testing the boundaries of what is acceptable as seen in recent months and highlighted in our earlier web articles on "The Getaway" and "Hitman II Silent Assassin" and it is likely that more cases will be brought in this area.