Coach, Inc. (plaintiff) was an internationally well-known manufacturer and retailer of leather goods and accessories. Coach held trademarks for the brand name “Coach” in the United States and other countries. Koko Island, Inc (defendant) was an American corporation that had raised capital to apply for new generic top-level domain (gTLD) strings and then offer and administer new domain names associated with those strings. Koko Island had applied for over 300 new gTLDs, many of which consisted of common words, including “.” The Internet Corporation for Assigned Names and Numbers (ICANN), in addition to administering the Uniform Domain Name Dispute Resolution Policy (UDRP), had created a preventative mechanism through which trademark holders could file legal-rights objections (LROs) prior to a disputed gTLD registration and the World Intellectual Property Organization (WIPO) could issue decisions determinations. Coach filed an LRO to Koko Island’s application for the registration of the gTLD .