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Peele Law Group, Intellectual Property Law
Amie Peele_Y3A0308-H_Nila Jean Portrait_

———  Amie N. Peele ———

Intellectual Property Attorney & Global Brand Protector


Trademark & Branding | Copyright | Licensing

Transactions & Agreements

Strategic Business Counsel

IP Litigation & Dispute Resolution

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A colleague once told me I was born to be a trademark lawyer. My creative streak lights up when I help my clients navigate the legal process to transform their business dreams into reality.  I’m honored that clients trust me to understand the story behind their business and use my talents and experience to protect and leverage their assets—the brand and company they created.”


- Amie N. Peele

Amie Peele is the founding partner of Peele Law Group. A dedicated client advocate and impassioned brand protector, Amie delivers legal expertise and strategic counsel to businesses across all areas of advertising and promotion. She partners with clients to define the business challenges they need to address, then unravels the complexities and ambiguities of the legal processes that will help them achieve their goals. Amie counsels her clients in the areas of brand development, marketing, brand activation, re-branding and brand revitalization, copyright protection, all types of licensing, intellectual property infringement and dispute resolution, and sweepstakes and promotions.


Amie brings a human element to her practice and takes great pride in supporting the business and personal aspirations of her clients. An approachable, accessible, and active listener, Amie seeks to understand the brand “story” behind the business objectives, and develops simple, clear pathways to achieve them.  She meets her clients where they are, demystifying the legal process and applying targeted, creative solutions across multiple industries. In all engagements, Amie defines expectations, communicates clearly, and optimizes the use of client resources.


A seasoned intellectual property lawyer, Amie acquired more than 20 years of big law experience at Faegre Drinker (formerly Faegre Baker Daniels).  She has helped hundreds of clients create, protect, and leverage value, specifically where the worlds of branding, eCommerce, and advertising law intersect. Her diverse client base has ranged from multinational enterprises and Fortune 100 firms, to mid- and small-sized companies and entrepreneurs, sports organizations and athletes, marketing agencies, TV personalities, publishers and more.


Amie’s industry thought leadership includes serving as Attorney of Record in writing two amicus briefs submitted to the U.S. Supreme Court. She also was named Master of the Bench for the S. Jay Plager IP American Inn of Court, and served on the Board of Directors for the American Intellectual Property Law Association where she was appointed as a Fellow and now volunteers on various committees. Amie was recently appointed to the Board of Directors for MothersEsquire, working to achieve gender equity in the legal profession. In addition to earning a gold rating in the World Trademark Review’s WTR 1000 for the third year in a row, Amie has also been named a Power Player – Outside Counsel by the Sports Business Journal among other forms of industry recognition.

Amie is licensed to practice before the United States Supreme Court and the District Courts of the State of Indiana (Northern and Southern Divisions). She earned her J.D. degree from Emory University School of Law in Atlanta, GA, a bachelor’s degree in philosophy from Millsaps College in Jackson, MS, and studied foreign policy at American University in Washington, D.C. She is a Fellow of the Indianapolis Bar Foundation and a member of the International Trademark Association, the American Intellectual Property Bar Association, The American Bar Association, the Indiana State Bar Association (IP Section), and the Indianapolis Bar Association (IP Section).

Professional Highlights

Trademark & Branding:

  • Partnered with colleagues to oversee nearly 15,000 trademark matters for businesses from Fortune 100 companies to entrepreneurs.

  • Grew trademark team at Faegre Baker Daniels (formerly Baker & Daniels) to a robust group of professionals, primed for future growth.

  • Provided leadership to trademark team in adopting improved foundational controls resulting in greater efficiency and improved work flow.


Strategic Business Counsel & Transactional Agreements

  • Negotiated multiple, complex IP rights agreements from software deals to entertainment rights.

  • Provided advice and counsel supporting multi-decade, record-setting sponsorship agreement.

  • Supported a diverse client base in successful rebranding campaigns, including membership roll-out and buy- in.



  • Wrote amicus briefs for the U.S. Supreme court on copyright, and trademark matters.

  • Successfully resolved a multi-district trademark litigation case involving novel issue related to protection of non-traditional trademark rights.

Career Path

1999 – 2020


Faegre Drinker/Faegre Baker Daniels

Partner in Faegre Drinker’s Intellectual Property Practice group and privacy/transactions subgroup following 2020 merger. Supported integration efforts of privacy and transactions team. Managed thousands of trademark matters, resolved intellectual property disputes (pre-litigation, in front of the U.S. Trademark Trial and Appeal Board, and in federal courts) and worked on transactions and software/IP licensing agreements.


Prior to the Faegre Drinker merger in 2019, partner in Faegre Baker Daniels’ Intellectual Property Practice group and Trademark, Copyright, Advertising and Media sub-group. Led Trademark sub-group for five years. Mentored numerous associates. Managed trademark docket of thousands of cases.


2012 – 2015


American Intellectual Property Law Association

Chaired multiple committees, including Trademark Committee, Mentoring Committee, and Sports & Entertainment Law Sub-Committee. Serving as Vice Chair for Fellows Committees.  Winner of Mentor of the Year Award.


1997 – 1999

IP Attorney—Branding, Trademarks, Litigation & Dispute Resolution

McHale, Cook & Welch

Associate lawyer for litigation and intellectual property matters.

Awards & Honors



American Intellectual Property Bar Association


Named to WTR 1000

An exclusive ranking by the World Trademark Review of the top 1000 trademark professionals in key jurisdictions around the globe.


Founded Peele Law Group

Left big law to pursue her passion and leverage her expertise as Founding Partner of Peele Law Group.

Named to WTR 1000

An exclusive ranking by the World Trademark Review of the top 1000 trademark professionals in key jurisdictions around the globe.

Named to MothersEsquire Board of Advisors

Elected by fellow thought-leaders and attorney moms to support the critical work of achieving gender equity in the legal profession.


Named to WTR 1000

An exclusive ranking by the World Trademark Review of the top 1000 trademark professionals in key jurisdictions around the globe.

WTR Global Leader
Identified by World Trademark Review as the ‘best of the best’ in trademark practice


2019. 2016-17, 2013-14

Pro Bono Honor Roll

Faegre Baker Daniels



Pro Bono Honor Roll

U.S. District Court for the Southern District of Indiana



Power Players: Outside Counsel, Executive Class

Sports Business Journal



Recognized for taking the most Mediation Assistance Program Pro Bono cases

U.S. District Court for the Southern District of Indiana



Mentor of the Year

American Intellectual Property Bar Association



Indianapolis Choice Award

National Association of Women Business Owners – Indianapolis (NAWBO-Indy)



Rising Star, Intellectual Property

Indiana Super Lawyers



Phi Beta Kappa National Honor Society

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