Smile More Intellectual Holdings, owned by Roman Atwood, social media personality and entrepreneur with approximately 26 million followers across all platforms, has filed a federal trademark infringement lawsuit against American Eagle Outfitters and The Smiley Company. The case has been assigned to United States District Judge Paul G. Byron and referred to United States Magistrate Judge Chauncey A. Bratt.
The lawsuit was filed on September 25, 2026, in the United States District Court for the Middle District of Florida. The case is filed as Smile More Intellectual Holdings, LLC v. American Eagle Outfitters, Inc. and The Smiley Company, Case No. 6:2026cv02240.
The lawsuit is based on allegations of trademark infringement under the Lanham Act, including 15 U.S.C. § 1125. The Complaint states that the Defendants engaged in conduct involving the unauthorized use of Smile More intellectual property protected under federal trademark law.
Lead attorney for Mr. Atwood and Smile More is Benjamin Haynes, owner of the Haynes Law Group. Mr. Haynes obtained several Smile More trademarks over 11 years ago.
Haynes states “We amicably contacted American Eagle and requested they remove Smile More merchandise throughout their in-person stores and online websites. They have aggressively refused that they’re infringing on our trademark, despite proof of actual confusion amongst multiple consumers. Therefore, we have no choice but to file this federal lawsuit and have a judge mandate that they stop infringing on the Smile More brand.”
Mr. Atwood, through the Haynes Law Group, has been successful at removing over 10,000 Smile More items from other infringing manufactures. Smile More is a trademark that has obtained “incontestable” status through the USPTO.