Section 43(a) of the Lanham Act provides two general theories of liability:
“(1) false representations regarding the origin, endorsement or association of goods or servicesthrough the wrongful use of another's distinctive mark, name,trade dress, or other device ("false endorsement" or "false association"), and
“To prevail under §43(a) of the Lanham Act, a plaintiff must show that it has ‘a valid, protectible trademark and that the defendant’s use of a colorable imitation of the trademark is likely to cause confusion among consumers.’”
The Act provides standing to "any person that believes that he or she is or is likely to be damaged by such an act." To meet the prudential standing requirement, a plaintiff must "at least allege an existing intent to commercialize an interest in identity."