Talks between high street rivals JD Sports and JJB Sports regarding a possible merger have been held up by a referral to the UK Competition Commission. The concern is that a merged company would control the majority of the Js in the UK sportswear marketplace.
The referral was made by S & J Sports in Bournemouth and D & J Sports in Cirencester, but they have since been supported in their petition by J & J Sports Tours and the Japanese TV Network, J Sports.
A spokesman for the group voiced their concern that the letter J was in danger of becoming unfairly controlled if the new organisation combined all the Js in their names.
"Until now, J was an open letter on the high street, and there was healthy competition for its use," he told us. "By seeking to control such a large number of Js, this group will effectively operate a monopoly on the letter."
He went on to say that their concern was not just for their own businesses, but also for consumers. "Who will lose out? - J™oe Public, that's who."
Sainsbury's and Mary Blige have refused to be drawn into the matter.