Opinion ID: 779335
Heading Depth: 2
Heading Rank: 2

Heading: Thane

Text: 10 Based in La Quinta, California, Thane operates in the direct response marketing field. It airs lengthy infomercials on television broadcast and cable stations, encouraging viewers to use the telephone, direct mail, or the Internet to purchase products directly from Thane. 11 In 1997, Thane developed the OrbiTrek, characterized as a dual directional elliptical glider stationary exercise machine for indoor use. The OrbiTrek has rectangular platform pedals large enough to support a person's entire foot. The pedals move in an elliptical motion designed to simulate the body's natural stride. Movable handlebars extend straight up from the OrbiTrek's base and provide upper body exercise. The OrbiTrek has no seat, because it is meant to be used while standing. 12 Thane began airing its 28-minute infomercial for the OrbiTrek in December 1997. The infomercial stated that the OrbiTrek sells for the unbelievable price of only $299.95, but if you [c]all right now [] the exciting new OrbiTrek will be shipped to you immediately for the unheard of low price of only $199.95. 13 Thane explains that the Trek part of the OrbiTrek mark had an inspiration entirely independent of Trek bicycles and other equipment. Thane's executive vice-president, Denise DuBarry, was married to an actor who appeared in the original pilot for the television Star Trek show. DuBarry has long watched the Star Trek television series and attended Star Trek conventions. By using a word associated with Star Trek, Thane believes it depicts the OrbiTrek as a space-age, high-tech, and futuristic product. Indeed, Thane claims none of its employees had heard of TREK bicycles prior to the current dispute. Thane did not perform a trademark search for TREK before adopting OrbiTrek as the name for its exercise machine.