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from TIME Magazine,

The Washington Redskins unveil a new strategy to keep their name.

The Burgundy and Gold aren’t giving up the fight. For the second time this year, the U.S. Patent and Trademark Office ruled that the word redskins might “disparage or bring into contempt or disrepute” Native Americans, making it an illegal trademark under a 1946 law meant to keep derogatory language off store shelves. The March 17 decision wasn’t about the pro-football team, but the implications for the most prominent user of the name were clear.

Just days later, the owner of the Washington Redskins, Dan Snyder, doubled down on his commitment to the name. He revealed his secret four-month tour of tribal lands, where he said he heard a lot of support for the team name and discovered “heartbreaking” economic conditions. “I’ve listened. I’ve learned,” he said in a press release before announcing his latest public relations push: a team-funded charity that has already provided winter coats and a backhoe to tribal members. Its name: the Washington Redskins Original Americans Foundation.

It marks the latest turn in two decades of legal wrangling over the name.

But opponents of the name say the clock is ticking. “The name will eventually change,” says Joel Barkin, a spokesman for the Oneida Indian Nation, which has led the campaign to change the name. “The question is at what point will Snyder be forced into doing it, or will he decide to do so on his own?”

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