According to Pelé, 75, electronics firm Samsung has been 'improperly using his image' by casting a character in an October print advertisement which, though not explicitly named as Pelé, bears a conspicuous resemblance to the iconic player. The ad in question appeared in The New York Times and features and older black man who 'very closely resembles' Pelé watching and enjoying a football match on a Samsung television. According to the claim, the advertisement further codes the smiling character as Pelé via the football player appearing on the television screen, who appears to be performing the 'modified bicycle or scissor-kick, perfected and famously used by Pelé.'
Pelé is seeking $30m from Samsung for the improper use of his identity and image. His lawsuit argues that the ad will confuse the consumers and hurt the value of Pelé's endorsement rights and deals with other brands, which include Subway, Volkswagen, Emirates and Procter and Gamble. Samsung's employment of the Pelé 'look-alike' allegedly took place after Samsung broke off negotiations to use the original Pelé's image in 2013.
Sources: Fortune; The Independent
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