The tech giant dignity as a company is being threatened and anticipated to be facing another battling crisis. Furthermore, it has been speculated that the company's image is currently on the rocks. 

It stands out that the company's image is battling a legal case initiated by Pele. According to a former report from BBC, the crisis began when the Brazilian football legend Pele filed a case against the South Korean tech giant Samsung. He claims that Samsung improperly used a lookalike in an advertisement.

The same report mentioned that Pele wants at least $30m (£21m), and he filed the complaint at a US District Court in Chicago. Moreover, it has been noted that the company used the advertisement for ultra high-definition televisions that were aired in New York Times without Pele's permission.

In addition, the claim was against the actions of Samsung as it ran the advertisement after breaking off negotiations last 2013 and in turn used Pele's image to prop up its products. On a different note, it appears that not only Samsung is being sued these days but also other companies are facing the same dilemma as well such as Hewlett-Packard being sued by Oracle, according to a report from Jobs & Hire.

It has also been affirmed that Pele IP Ownership LLC filed the lawsuit, and Pele's lawyer Frederick Sperling will take on the case. On the other hand it appears that the battle is on as Sperling is also famed for representing Chicago Bulls basketball star Michael Jordan and helped MJ win a case against the former Dominick's Finer Foods when the company used his identity in an advertisement in Sports Illustrated magazine.

It remains to be seen how Samsung would deal with the complaints set forth against them and on whether legendary Brazilian footballer Pele and Samsung would agree with settlements or would take it even further.