Eminem has initiated legal proceedings against a former NRL executive and his partner over their brand, Swim Shady.

Marshall Mathers, better known as Eminem or by his stage persona Slim Shady, claims that the name Swim Shady infringes on his trademarked identity, creating a direct association with his well-known alter ego.

Jeremy Scott and his partner Elizabeth, entrepreneurs from Sydney’s Northern Beaches, introduced their beachwear line just last year.

Former NRL player and brand model, David Williams, commented, “Just a friend trying to establish a family business in beachwear, but the big guy isn’t pleased.”

“They’ve adhered to all the proper procedures to protect their business and its name,” Williams added.

Eminem is renowned for protecting his brand after being embroiled in multiple lawsuits over the use of his likeness and music catalogue.

The US rapper with a net worth of over $400 million has previously demanded more than $100 million from Meta after claiming the parent company of Instagram, Facebook, and WhatsApp used 243 of his songs without his permission.

In 2017, he also aimed at a New Zealand political party after they used a version of his track Lose Yourself. He won that case with a $600,000 payout.

The couple plans to fight the lawsuit.