Impossible Foods: legal and live events
Impossible Foods was ordered to pay $3.25 million to influencer Joel Runyon’s Impossible X LLC in a trademark suit, while the brand is simultaneously executing experiential marketing—partnering with Big Boi on a free Atlanta block‑party tied to Smorgasburg. Legal friction and high‑profile activations are both in play for brand partnerships. (news.bloomberglaw.com) (ajc.com)
An eight‑person federal jury returned a unanimous verdict on March 24, 2026, finding Impossible Foods willfully infringed Joel Runyon’s IMPOSSIBLE marks and awarding both compensatory and punitive damages, according to plaintiff counsel BraunHagey & Borden LLP. (prnewswire.com) The case originated as a federal filing on April 2, 2021, in the U.S. District Court for the Northern District of California (Case No. 5:21‑cv‑02419‑BLF), with Judge Beth Labson Freeman presiding over pretrial motions and summary judgment briefing through late 2025. (cand.uscourts.gov) Plaintiff counsel identified trial leads Adam Cashman and Marissa Benavides and said the jury found Impossible Foods acted with malice, fraud and oppression, with the plaintiff indicating it will seek recovery of attorneys’ fees and court costs following the verdict. (prnewswire.com) Separately, Impossible Foods is mounting an experiential activation in Atlanta titled “Impossible x Big Boi: 404 Taste the Block,” scheduled for April 4, 2026 at Smorgasburg Atlanta (140 Forsyth St. SW) from 11 a.m.–7 p.m., featuring an Impossible Foods food truck and an exclusive “Big Boi Double Smash Burger.” (atlantadowntown.com) The event programming lists more than 20 Smorgasburg vendors using Impossible products, a drumline timed for 4:04 p.m., live performance by Big Boi, custom airbrushing, barbershop stations, photo activations and Pop‑a‑Shot challenges, with free public entry and RSVP options posted on local event pages. (atlantadowntown.com)
