University appealing Traveler trademark

Mascot: USC officials seek to deny the horse’s owner from rights to its name; the case is before U.S. patent office

By AMANDA CARACCI
Staff Writer

Controversy is brewing over the USC mascot as the university fights for trademark privileges with the family that loaned it Traveler and helped create a 39-year tradition.

In March of 1998, Traveler's owner, Patricia Soukko, filed for the rights to the horse's name, which would allow her to market merchandise and participate in equestrian events to financially support Traveler V and his successors.

Sixteen months later, USC filed a counterclaim to keep those rights out of the Soukkos' hands and claim them for the university.

The matter is now before the Trademark Trial and Appeal Board o the U,.S. Patent and Trademark Office.

"I never dreamt the university would do this to me," said Soukko, who is the widow of Richard Soukko, owner and rider of Traveler I.

Michael Jackson, vice president of Student Affairs, said the counterclaim was filed to protect the university's interests. By maintaining control of Traveler, the university can ensure the horse sustains a positive image for USC, whereas if Soukko acquired exclusive legal rights, she could tarnish the image of Traveler, he said.

Traveler first became a part of the USC mystique in 1961 when USC asked Soukko's late husband to ride his horse at a USC football game. Now, four decades, four horses and four riders later, the tradition lives on through Arteshir Radpour, a 1993 USC alumnus and current rider of Traveler V.

But some alumni and students charge that the tradition is being soiled by USC's actions toward the Soukkos and Radpour. Several web sites and online bulletin boards denounce the present situation.

"They are willing to destroy one of our greatest traditions, and attack some of the most generous, selfless Trojans that this school has ever seen," reads a statement on www.geocities.com/savetraveler.

"If they should prevail, Traveler will be no more," reads one posting on a message board on the same web site.

But Jackson vowed that USC will never abandon Traveler.

"This is an attempt to create controversy where there is no controversy," he said.

"USC is committed toŠthe tradition of the white horse, galloping across the stadium after a touchdown," he added.

Associate Athletic Director Ron Orr agreed.

"It's never a question of whether we will have Traveler," Orr said. "Traveler is USC. There is no Traveler without USC and vice versa."

However, Radpour disagreed. He said USC cannot take all the credit, as Traveler was well known before becoming the Trojans' mascot.

"The Soukkos brought the famous horse to USC," Radpour said.

Before representing USC, Traveler I appeared in film, TV and parades.

Copyright 2000 by the Daily Trojan. All rights reserved.
This article was published in Vol. 141, No. 13 (Friday, September 15, 2000), beginning on page 1 and ending on page 11.