Legal Battle Over Ignite Control
Legal Battle Over Ignite Control
DISTRICT OF NEVADA
Plaintiff, COMPLAINT
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. JURY TRIAL DEMANDED
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IGNITE INTERNATIONAL BRANDS,
12 LTD.. a Foreign Corporation; IGNITE
INTERNATIONAL, LTD., a Foreign Case No.: 2:24-cv-2101
13 Corporation; PAUL BILZERIAN, an
Individual; SCOTT ROHLEDER, an
14 Individual; RUPY DHADWAR, an
Individual,
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Defendants.
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Plaintiff DAN BRANDON BILZERIAN (“Plaintif or “Dan”) complains against
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Defendants IGNITE INTERNATIONAL BRANDS, LTD., IGNITE INTERNATIONAL, LTD.,
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PAUL BILZERIAN, SCOTT ROHLEDER, and RUPY DHADWAR (collectively
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“Defendants™) as follows:
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NATURE OF THE ACTION
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This action has its origin in a dispute between the Plaintiff Dan Bilzerian and Defendants
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Paul Bilzerian (“Paul”), Scott Rohleder (“Rohleder”), and Rupy Dhadwar (“Dhadwar”) over
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 2 of 18
control of Ignite International Brands, Ltd. (“Ignite”); Plaintiff’s unlawful removal from Ignite,
which was orchestrated by Paul, Rohleder, and Dhadwar; and the subsequent unlawful use of
Plaintiff’s name and likeness by the individual Defendants and the companies they control.
Plaintiff Bilzerian (“Dan”) is the founder of Defendant Ignite and the majority
shareholder who was unlawfully pushed out of Ignite through a series of unlawful acts
Paul and Rohleder are criminals who were recently indicted (together with Ignite) by the
United States of America in the U.S. District Court for the Central District of California (Case
No. 2:24-cr-00569). Dhadwar is Ignite’s purported CEO; however, his main role at Ignite
11 Despite the Plaintiff’s removal from Ignite, Defendants continued to use and exploit
12 Dan’s recognizable likeness for their own benefit while tarnishing his name and reputation on
14 1L
1. Jurisdiction in this case is based on diversity ofcitizenship ofthe parties and the
17 amount in controversy. Plaintiff is a resident of Nevada, and Defendants are foreign corporations
19 2. The amount in controversy exceeds the sum $75,000, exclusive of interest and
20 cost.
22 centers on federal questions. Among other causes of action, Plaintiff brings this complaint
23 pursuant to 17 U.S.C. § 501 and 15 U.S.C. § 1125. Federal district courts have original
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 3 of 18
4. This Court has personal jurisdiction over Defendants because they are either a
foreign corporation or residents of foreign states and/or countries with sufficient contacts with
the U.S. to render jurisdiction proper in any U.S. court, including the United States District Court
for the District of Nevada. Defendants purposefully availed themselves for doing business in the
5. In addition, this Court has personal jurisdiction over Defendants because the
claims in this Complaint relate to their maintenance and operation of many websites and social
media accounts that are interactive and fully accessible to residents of this District.
6. Defendants have a large portion of customers in the United States, and much of
10 the content distributed by Defendants on the World Wide Web originates from the U.S.,
12 7. The illegal use of Plaintiff’s name and likeness, as well distribution of his works
16 PARTIES
18 poker player and social media influencer who gained fame for portraying a distinct, extravagant
21 with a principal place of business in the State of Texas. Ignite sells electronic cigarettes, apparel,
24 domiciled in California and Texas, and it is a wholly owned subsidiary of Ignite. Upon
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 4 of 18
information and belief, Ignite US, together with Ignite, markets Ignite’s products and is a licensor
12, Defendant Paul Bilzerian (“Paul”) is a resident of St. Kitts and Nevis, and he was
previously an American businessman and corporate raider. In 1989, Paul was convicted for
securities fraud in the U.S. District Court for the Southern District of New York and sentenced
to prison.
13. In 1993, the United States Securities and Exchange Commission (“SEC”)
obtained civil judgments against defendant Paul for his fraudulent activities. Upon information
and belief, Paul controls some of Ignite’s shareholders, including International Investments, Ltd.
(“International Investments™).
12 in the United States. At various times, Rohleder served as a CEO of Ignite. Rohleder acts at the
14 15. Paul. Rohleder, and Ignite were recently indicted by the United States of America
15 in the U.S. District Court for the Central District ofCalifornia for their role in a conspiracy to
16 defraud the United States, wire fraud, and securities fraud, to name a few.
17 16. Defendant Dhadwar is a citizen ofCanada. He is the purported CEO of Ignite and
a puppet of Rohleder and Paul. At all times relevant here, he acted at the direction and for the
20 Iv.
21 GENERAL ALLEGATIONS
22 17. Plaintiff Dan is an internationally known poker player, businessman, and a social
23 media influencer. He gained international fame for portraying a distinct, extravagant lifestyle, as
24 well as founding Ignite. He is regularly offered from hundreds of thousands to millions of dollars
Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 5 of 18
to promote lifestyle brands and makes a large part of his income from utilizing his public image.
18. In2017, Dan founded Ignite. Ignite is a lifestyle brand selling disposable vapes,
spirits, and apparel. While not directly involved in Ignite’s operations, Dan’s name, likeness, and
personality became the essence of Ignite’s brand, including all of the social media and other
19. Until December 2023, Dan served as the nominal CEO of Ignite. However, he
was not directly involved in Ignite’s operations and had a dispute with other Ignite
shareholders—who later turned out to be Paul’s agents—over the course of Ignite’s business,
the quality of Ignite’s products, and Ignite’s leadership. In essence, Dan complained about the
10 mismanagement of Ignite and Rohleder and Paul’s behind-the-scenes acts that caused harm to
11 Ignite’s business.
12 20. During the same time, he was threatened by Rohleder and Paul’s other agents that
15 directors of Ignite that if they fired him as the CEO of Ignite, they would “lose the multimillion-
16 dollar benefit of [his] social media posting” and “lose the rights to use [his] name and likeness.”
22. Despite this, on December 21, 2023, Ignite’s board of directors, which was
controlled by Rohleder and Paul, terminated Dan as the CEO of Ignite. At the regularly-
scheduled board meeting where this occurred, Dan again told the board that Ignite had no right
21 23 In June 2024, Rohleder and Paul took things even further. On June 2, 2024, they
22 purported to remove Dan from the position of chairman of the board with Ignite and unilaterally
23 and unlawfully seize control of Ignite’s operations. This was done without the necessary 67%
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 6 of 18
24. Despite this, Ignite and the remaining Defendants continued to use Dan’s name,
image, and likeness, as well as copyrighted photographs, without his permission and without
- Kept his name and image on numerous Ignite websites within their control,
compensating him for this and unlawfully removing him from Ignite;
not Dan, control) and posted and pinned Dan’s name, likeness, and image in
11 - Used Dan’s name and image to promote sales of vapes, alcohol, clothing, and
other products;
15 account.
16 26. Moreover, because of Rohleder and Paul’s criminal acts, on September 26, 2024,
17 Ignite, Paul, and Rohleder were indicted by the United States of America in the U.S. District
19 27. In addition, on September 27, 2024, Ignite, Paul, Rohleder, and its proxies Paul
20 Dowdall, John Schaefer, and International Investment, were sued by the SEC in the United States
21 District Court for the Southern District of New York (Case No. 1:24-cv-07331).
22 28. The indictment and the SEC lawsuit received extensive media coverage
24 29. This coverage, despite the lack of Dan’s involvement in any criminal activities
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 7 of 18
perpetuated by Rohleder, Paul, and their proxies, brought Dan negative press specifically
because of his affinity with Ignite’s brand and his continued presence on Ignite’s websites, social
30. After the indictment, Rohleder resigned from the purported position of Ignite’s
CEO and appointed to this position his and Paul’s puppet, Dhadwar, whose actions remain fully
31. Due to Ignite’s continuing refusal to cease from using Dan’s name and likeness,
among other things, on November 4, 2024, through his counsel, Dan again demanded that Ignite
cease and desist from using his name and likeness and otherwise exploiting his intellectual
11 32, Dhadwar, now the purported CEO of Ignite, decided to continue to unlawfully
exploit Dan’s name and likeness and refused to remove it from Ignite’s marketing materials.
13 33, Moreover, because of his unlawful removal from Ignite, Dan decided to pursue
14 alternative business opportunities, which included, among other things, selling lifestyle products
16 34. Inresponse, Ignite, Paul, Rohleder, and Dhadwar engaged in a smear campaign
17 against Dan in which they represented, and continue to represent, to potential suppliers and
18 distributors of Dan’s companies that Dan is legally prevented from competing in any way with
19 Ignite’s business.
20 35. Ignite, Paul, Rohleder, and Dhadwar have falsely represented to Dan’s potential
21 suppliers and distributors that Dan is allegedly subject to a noncompete agreement with Ignite
22 that prevents him from conducting any business that is similar to Ignite’s business.
23 36. These representations are utterly false and their sole aim is to discourage anyone
24 from working with Dan or his entities and to prevent Dan from seizing any business opportunities
Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 8 of 18
outside of Ignite.
V.
37. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
38. Plaintiff is a universally known and highly recognizable personality who has
received widespread recognition for his distinct lifestyle and social media presence that has been
viewed by tens of millions of people throughout the United States and all over the world.
39, Through his hard work and use of his talents in the field of entertainment, Dan’s
10 likeness and persona have become very valuable and are invested with substantial goodwill in
11 the eyes of the public. Accordingly, Dan licenses the right to use of his name and likeness for
12 use in the United States and throughout the world—a property right with substantial commercial
13 value—which he does not agree to transfer, in whole or in part, to Defendants for any purposes.
14 40. Defendants’ use of Dan’s likeness on their websites, social media posts, or other
Plaintif’s common law right of publicity in that said Defendants, and each of them,
17 misappropriated Dan’s photograph, likeness, and persona and used it in a prominent and clearly
18 recognizable manner for commercial purposes to advertise and promote Ignite and to generally
21 rights, as set forth herein above in violation of Nevada Revised Statutes (“NRS”) 597.700 et seq.
22 and other applicable law, has resulted in a dilution of the value of the aforesaid publicity and
23 property rights, thereby diminishing the value of said publicity and property rights, all to the
24 detriment and damage of Plaintiff and has resulted in the unjust enrichment of all of the
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 9 of 18
Defendants.
order of this Court, Defendants’ continued acts will cause Plaintiff severe and irreparable injury,
injunctive relief, enjoining the further commercial exploitation of his name, likeness, and identity
by any of the Defendants, including but not limited to an injunction against any further broadcast,
44. Asadirect and proximate result of the aforesaid wrongful acts of Defendants, and
each of them, Plaintiff has been damaged in an amount that is not yet fully ascertainable but
12 45. The wrongful conduct of Defendants, and each of them, was fraudulent,
13 oppressive, and malicious and done with conscious disregard for the rights of Plaintiff.
14 Therefore, Plaintiff is entitled to recover from Defendants, and each of them, exemplary and
15 punitive damages.
16 VL
19 46. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
20 47. By virtue of the manner in which Defendants, and each of them, have improperly
21 exploited the name, likeness, and identity of Dan, Defendants, and each of them, have committed
22 acts of unfair, deceptive, confusing, untrue, and/or misleading advertising, unfair competition,
23 and unfair business practices, and the acts of Defendants described herein above constitute unfair
24 competition, deceptive trade practices, and false advertising in violation of, among other things,
Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 10 of 18
NRS 598.0915(2), (3), and (5). In doing the things alleged, Defendants have misled or at least
48. The conduct of Defendants alleged herein is such that Defendants falsely,
unfairly, deceptively, unlawfully, and/or misleadingly stated, suggested, or implied that Dan
endorsed the Defendants and/or their products and merchandise and that Dan consented to the
exploitation of his name, likeness, and identity in the manner alleged in this Complaint, all in a
49. The use of his name, likeness, and identity in this context unlawfully and falsely
50. Defendants, and each of them, knew that their conduct alleged herein would
11 mislead, deceive, substantially confuse, and/or misinform the general public, all for the
12 Defendants” pecuniary gain and to enhance Defendants” goodwill through association with and
14 51, As a direct and proximate result of the conduct of Defendants, and each of them,
as alleged herein, Defendants have earned profits in an amount that has yet to be ascertained and
16 have otherwise indirectly benefited or profited from the commercial use of Dan’s name, likeness,
17 and persona without his consent. Plaintiff is entitled to receive said profits and benefits that each
18 of the Defendants should be required to disgorge, as a result of the conduct alleged in this
19 complaint.
21 disgorgement from Defendants, and each of them, of any and all profits or other consideration
22 obtained by or earned by each the Defendants as a proximate result of their deceptive trade
23 practices, false advertising, and unfair competition in violation of NRS 598.0915 and other
24 applicable statutes and common law. Plaintiff alleges that the amount of the wrongfully obtained
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 11 of 18
revenues is not yet fully ascertainable but is believed to be well in excess of the jurisdictional
limit of $75,000.
likeness, or persona that is deceptive, misleading, and confusing to the viewing public will cause
Plaintiff irreparable harm and cannot be adequately compensated in money damages. As a result
preliminary, and permanent injunction, enjoining Defendants, and each of them, and their agents
and employees, from engaging in the conduct alleged herein constituting unlawful and unfair
business practices, including but not limited to, Defendants’ use of Dan’s name, likeness, and
identity for commercial purposes in a manner that is misleading and confusing to potential
54, The aforementioned acts of Defendants, and each of them, were done knowingly,
intentionally, or with a conscious or reckless disregard of Plaintiff’s rights and with the intent to
14 vex, injure, or annoy Plaintiff, such as to constitute oppression, fraud, or malice, thus entitling
16 example of Defendants, and each of them, and to deter such conduct in the future, the exact
18 VIIL.
20 55. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
21 56. Defendants, and each ofthem, violated Section 43 of the Lanham Act, 15 U.S.C.
22 § 1125(a) and (c), by expressly and impliedly making false designations or representations of
23 origin when engaging in the following acts, including (1) misappropriating Dan’s photograph,
24 likeness, and persona in advertising and promoting Ignite after December 21, 2023, including on
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 12 of 18
Ignite’s websites, social media, and marketing materials, and (2) misappropriating Dan’s
57. As set forth above, Defendants, and each of them, have intentionally and
in connection with the goods and services advertised and promoted by Defendants for their own
as set forth above constitutes false and deceptive advertising and promotion that was intended to
cause, and has caused, confusion and deception of the consuming public by falsely and
10 fraudulently suggesting and representing by the aforesaid misappropriation, among other things,
that after December 21, 2023, Dan endorsed, sponsored, sanctioned, authorized, or approved of
12 Defendants’ use of Dan’s image and identity in Defendants’ business enterprises and activities.
14 rights, as set forth hereinabove, has resulted in a dilution of the value of the aforesaid publicity
15 and property rights, thereby diminishing the value of the aforesaid valuable publicity and
17 60. Asadirect and proximate result of the aforesaid wrongful acts of Defendants, and
18 each of them, Plaintiff has suffered damage in an amount that is not yet fully ascertainable but
20 61. Plaintiff is entitled pursuant to 15 U.S.C. § 1117(a) to three (3) times Defendants’
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Complaint
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VIIL.
LANHAM ACT
62. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
63. Dan’s name and likeness, as well as other aspects of his identifiable persona,
have, through regular, frequent, but carefully monitored and controlled commercial use, become
64. Defendants have knowingly and willfully traded on and intended to trade on
Dan’s reputation and willfully and intentionally diluted Dan’s trademarks and service marks by
10 unlawfully using Dan’s name, likeness, and distinctive marks to market, promote, and advertise
12 65. Defendants’ wrongful conduct and misappropriation and use of Dan’s name,
13 likeness, persona, and distinctive marks lessen the ability or capacity of the trademarks to
identify, differentiate, and distinguish the services and/or goods advertised, sponsored, or offered
17 67. Through their wrongful conduct as alleged above, Defendants have damaged
18 Plaintiff’s business reputation and have diluted the quality as well as the uniqueness and
19 distinctiveness of Dan’s name, likeness, image, and distinctive marks. Defendants’ wrongful
20 conduct in violation of 15 U.S.C. § 1125(c) has damaged and caused irreparable injury to
21 Plaintiff.
23 Defendants, and each of them, to enjoin and prohibit any continued use, exploitation, or dilution
24 of Dan’s name, likeness, image, or distinctive marks, all as provided in 15 U.S.C. § 1125(c).
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Complaint
Case 2:24-cv-02101-RFB-NJK Document 1 Filed 11/12/24 Page 14 of 18
69. Based on the intentional and willful conduct of Defendants, Plaintiff is entitled to
three times the amount of Defendants’ profits or three times the amount of Plaintiff’s damages,
whichever is greater, together with reasonable attorney fees pursuant to 15 U.S.C. § 1117(a) and
(b); and, based on Defendants’ willful conduct in violation of § 1125(c), Defendants should be
ordered to turn over all tangible items that are in the possession of any of the Defendants and
IX.
70. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
10 71. Based on the wrongful conducts of Defendants, and each of them, as alleged
11 above, Plaintiff is entitled to a full accounting from each of the Defendants regarding each and
12 every unauthorized use of Dan’s name and/or likeness and identity for a commercial purpose
13 and a full accounting regarding the gross revenue received by each of the Defendants as a direct
14 or indirect result of said unauthorized and wrongful acts of each of the Defendants as alleged
15 above.
16 X.
18 72. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
19 73. Asaresult of the wrongful acts and conduct of Defendants, and each of them, as
20 alleged above, Defendants have been unjustly enriched and should be required and ordered to
21 disgorge to Plaintiff all of the revenues and profits received by each of the Defendants as a direct
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 15 of 18
XI.
74. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
75. When the Defendants learned that the Plaintiff launched separate brands and
business ventures from Ignite, they engaged in a campaign aimed at disrupting Dan’s
relationships with suppliers and distributors by misrepresenting to them that neither Dan nor his
business ventures can enter into any business relationships with such distributors or suppliers
10 76. The Defendants specifically stated to such suppliers and distributors that Dan
11 cannot produce or sell any products or services that compete in any way with Ignite, and they
12 threatened that anyone who facilitates such competing ventures will be sued by Ignite.
13 Vig The Defendants made such false representations with the intent to harm Dan and
prevent him from entering into any business relationships with suppliers or distributors of his
15 products.
16 78. Through their wrongful conduct as alleged above, Defendants have damaged
17 Plaintiff’s prospective business relationships and caused irreparable injury to the Plaintiff.
19 Defendants, and each of them, to enjoin and prohibit any continued representations to anyone
21 80. As a direct and proximate result of the aforesaid wrongful acts of Defendants, and
22 each of them, Plaintiff has been damaged in an amount that is not yet fully ascertainable but
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 16 of 18
81. Plaintiff is informed and believes and thereon alleges that the wrongful conduct
of Defendants, and each of them, was fraudulent, oppressive, and malicious and done with
conscious disregard for the rights of Plaintiff. Therefore, Plaintiff is entitled to recover from
XIL
82. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
83. Despite the lack of any enforceable noncompete agreement, or other legal
mandate, Defendants contest and publicly misrepresent that Dan is prevented from conducting
12 NRS 30.040, that Dan is not prevented from conducting any business activities that compete
XIIIL.
16 85. Plaintiff repeats and incorporates the allegations above as fully set forth herein.
17 86. Plaintiffis the copyright owner of the various pictures and videos unlawfully used
18 on Ignite’s websites and social media platforms that are controlled by the Defendants.
19 87. Defendants have violated the exclusive rights of the Plaintiff as copyright owner
21 88. Defendants have violated the copyright owner’s exclusive rights to reproduce
22 such pictures and videos and other materials of Plaintiff to prepare derivative works and to
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 17 of 18
89. Upon information and belief, Defendants have infringed on the copyright
91. Plaintiff seeks monetary damages as provided for by statute. 17 U.S.C. § 504.
92. The exact amount of damages is presently unknown; however, upon information
and belief. the infringement was substantial, ongoing, and willful. Accordingly, statutory
damages of$150,000 per work infringed upon may be appropriate if actual damages are found
10 93. Plaintiff seeks an award of attorney fees as allowed by statute. 17 U.S.C. § 505.
11 XIV.
12 JURY DEMAND
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94. Pursuant to Fed. R. Civ. P. 38, Plaintiffs demand trial by jury on all issues raised
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in this action.
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22 be determined at trial;
24 to be determined at trial;
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Complaint
Case 2:24-cv-02101-RFB-NJK Document1 Filed 11/12/24 Page 18 of 18
8. Awarding Plaintiff reasonable attorney fees and costs incurred in the prosecution
of this action;
10. Granting such other relief as the Court may deem just and proper.
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Complaint