DOOR COUNTY, WI (WTAQ-WLUK) — A Sturgeon Bay pizza restaurant has agreed to change its name to resolve a federal trademark dispute that received national attention when it went viral on TikTok.
The former Wild Man Pizza, located on Highway 42, will now be known as Ooluru Pizza.
The name change is the result of mediation between representatives of Wild Tomato Pizza and Ooluru Pizza.
On July 29, both sides announced they had reached a “collaborative agreement.”
“Both parties are pleased with the outcome and view the situation as a valuable learning experience,” reads the statement. “The mediation provided an opportunity to address concerns directly, clarify each business’s position, and move forward in a respectful and constructive manner.”
Wild Tomato, which has locations in Fish Creek and Sister Bay, will keep its name, brand identity and marketing.
Wild Tomato filed the lawsuit against the former Wild Man restaurant in 2025. In the suit, Wild Tomato made the argument that the word “wild” is synonymous with its wood-fired pizzas. Wild Tomato has federal trademarks for its name and logo. It also retains common law trademark rights for Wild, Go Wild, Order Wild, Wild Tomato and a scowl-eyed head with spiky hair. Wild Man’s logo also featured a head with spiky hair.
News of the lawsuit spread on social media when a woman related to the Wild Man owners made a TikTok video about it. In the now deleted video, Paige Wagener claimed the lawsuit had negatively impacted her family. It resulted in positive and negative reactions from influencers across the world.
“This is over the disagreement that they exclusively have the right to use the word wild in Door County, which if you know anything about trademarks, that is not how they work at all,” argued Wegener.
Wild Tomato responded with their own TikTok video, arguing that the lawsuit was not about “a single word.”
In the collaborative agreement statement, both sides addressed the social media reaction to the lawsuit.
“Both businesses have united, collectively analyzed both positive and negative ‘social media comments’, and understand we as business owners need to lead a cause for positive and constructive discussion and comments. There is no need for negative and amplified negative, hate speech and claims of violence.”
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