The Ninth Circuit vacated the district court’s grant of summary judgment for Whole Foods in a trademark infringement action. The panel held that the district court impermissibly resolved disputed questions of material fact in favor of the moving party regarding Whole Foods’ affirmative defenses of laches and acquiescence. Therefore, the panel vacated the district court’s reasonableness finding and remanded for further proceedings. On remand, the district court should reevaluate the evidence in the light most favorable to the non-moving party—i.e., as if ERF delayed filing suit because it was trying to settle its claims against Whole Foods. If the district court determined on remand that ERF delayed unreasonably in filing suit and this delay prejudiced Whole Foods, it must consider the extent and reasonableness of Whole Foods’ reliance on ERF’s affirmative representations before it reaches a finding on acquiescence.