Chrysler Group LLC (plaintiff), a car manufacturer, ran a Super Bowl commercial in 2011 that ended with the phrase “IMPORTED FROM DETROIT.” Chrysler spent over $50 million on the advertising campaign. Chrysler began selling T-shirts with that slogan. The T-shirts sold very well; Chrysler sold over 7,500 T-shirts after the commercial aired. Moda Group LLC dba Pure Detroit (defendant) was a merchandiser in Detroit. Pure Detroit sold products that referred to or otherwise promoted Detroit. The day after Chrysler’s Super Bowl commercial, Pure Detroit began selling T-shirts and other merchandise with the slogan “IMPORTED FROM DETROIT.” Chrysler sued Pure Detroit for trademark infringement and sought a preliminary injunction.