BBC Sport responds to accusations of plagiarism over 'Slay In Your Lane' campaign slogan

The title of 'Slay In Your Lane', a book aimed at black women, is trademarked

BBC Sport's 'Change The Game' campaign, with the 'Slay In Your Lane' slogan (Twitter/Yomi Adegoke)

BBC Sport has been accused of ripping off the title of the book Slay In Your Lane for a recent campaign.

Slay In Your Lane, published in July 2018, is described as an "inspirational guide to life for a generation of black British women".

On Tuesday, Yomi Adegoke, who co-authored the book, shared a picture on Twitter of a BBC "Change the Game" campaign billboard.

The advertisement features a photograph of British sprinter Dina Asher-Smith, with the slogan "Slay In Your Lane" written behind her in a bold font.

Adegoke pointed out the parallels between the advertisement and the cover of her and Elizabeth Uviebinené's book, highlighting the fact that the title is trademarked.

"Imagine being a white woman creating an 'eMpOwErInG WoMeNs' ad campaign for @BBCSport, and choosing to rip off the *TRADEMARKED* name of a book specifically aimed at uplifting black women (in an almost identical font)," the author tweeted.

Adegoke continued, stating that the BBC "arrogantly assumed" that the slogan wouldn't be trademarked, and that the authors would be "grateful at this plagiarism disguised as a nod".

"Our trademark covers everything, including advertising," the award-winning journalist wrote. "You'd think there would be some urgency as it's a legal matter but they are chilling!

"Imagine them putting 'Just Do It' underneath. And fronting it with a black British woman, knowing the content of our book."

Co-author Uviebinené tells The Independent that she's "very disappointed" with the BBC's "lack of action" with regards to the issue.

"We've worked very hard on the 'Slay In Your Lane' campaign over the last year, and to see it being used in this way is bizarre," the marketing manager states.

"A campaign trying to change the perceptions of women in sport, all while ripping off the work of two young black women is everything that is wrong with diversity campaigns."

Adegoke tweeted that she has contacted the BBC, but hasn't received a response yet.

"Slay In Your Lane" was registered as a trademark in July, three months after the trademark application was submitted.

Several people have expressed their incredulity over the use of the slogan in the broadcaster's campaign.

"Grim to say the least. Thank goodness that you protected your brand and I hope they sort this at once," tweeted poet and journalist Musa Okwonga.

"You know what I was in a car and I saw it on a billboard but it went so fast and I said no, I must be seeing things. Jesu. Sorry hun – this is proper liberty," journalist Tobi Oredein commented.

In a statement shared with The Independent, a BBC spokesperson states: "The BBC sought legal advice before going ahead and were advised that the use of the headline 'Slay In Your Lane' in our Women in Sport #ChangeTheGame marketing campaign was sufficiently far removed from the goods and services covered by the trademark registration."

The spokesperson adds that the posters which feature the "Slay In Your Lane" slogan are being taken down today, a decision which had already been planned.