Dubbo business owner Matthew McKay is in a trademark dispute with DC Comics over the "Fanman" character he created to promote his lighting and fan business.
Mr McKay plans to continue using the "Fanman" character while he legally challenges the comic book giant.
A western NSW man who dresses as a caped superhero to promote ceiling fans has found himself in a legal dispute with comic book giant DC Comics.
Dubbo Lighting Centre owner Matthew McKay created "Fanman" after becoming tired of customers walking into his store and asking whether it also sold fans.
What started with a personalised number plate grew into social media videos and a brightly wrapped car featuring the red-and-blue superhero.
Mr McKay said the character was originally intended to promote the business, but these days he mostly dresses up for fun.
The letter argued Fanman "adopts key features" that are "deceptively similar" to Superman, including the red, blue and yellow colour scheme, cape and boots, and a chest emblem resembling Superman's shield.
DC Comics has been contacted for comment.
Western Australian swimwear company Swim Shady successfully defended its trademark against a challenge from US rapper Eminem, while Australian fashion designer Katie Taylor this year won a long-running trademark battle with pop star Katy Perry.
University of Technology Sydney intellectual property law expert Sarah Hook said such disputes were not new, but social media had made potentially infringing material much easier to find.
In 2013, DC Comics also took legal action against an Australian gym over the use of Superman-related branding for a workout program.