Judgment of the General Court (Third Chamber) of 9 February 2022.#Calzaturificio Emmegiemme Shoes Srl v European Union Intellectual Property Office.#EU trade mark – Opposition proceedings – Application for EU word mark MAIMAI MADE IN ITALY – Earlier EU word mark YAMAMAY – Relative ground for refusal – Likelihood of confusion – Article 8(1)(b) of Regulation (EU) 2017/1001 – Genuine use of the earlier mark – Admissibility of new evidence – Alteration of the distinctive character.#Case T-589/20.