Ultra-Trail Mt. Fuji Forced to Change Name

Announced in a press release:

The Ultra-Trail Mt. Fuji Race Committee has confirmed that the UTMB Group has filed an opposition to trademark registration for the “UTMF”, a registered trademark of the NPO Fuji Trail Runners Club which has used the name for its 100-mile race.
  The Race Committee is committed to compliance and will monitor the progress of the opposition. Meanwhile, in order for runners, volunteers, sponsors, and all the other stakeholders to use a race name without worries, we have determined to change the 100-mile race name from the “UTMF” to the “FUJI”.

We’re clearly entering the “jumping the shark” territory here for UTMB. Many have predicted this would happen, still upsetting when it actually does.