JULIA SMITH GIBBONS, Circuit Judge. Ultra Bond, Inc., and its owner, Richard Campfield (collectively “Ultra Bond”) operate alongside the defendant companies (“Safelite”) in the vehicle glass repair and replacement (“VGRR”) industry. The parties represent two different segments of the VGRR market: Safelite provides windshield repair and replacement services, while Ultra Bond supplies proprietary bonding resin to repair windshield cracks.

This suit arises from Ultra Bond’s claim that Safelite violated the Lanham Act by falsely advertising that windshield cracks longer than six inches could not be safely repaired and instead required replacement of the entire windshield. Safelite counterclaims that Ultra Bond stole trade secrets from Safelite in violation of state and federal law. On cross-motions for summary judgment, the district court rejected both parties’ claims—granting summary judgment to Safelite on Ultra Bond’s Lanham Act claim and granting summary judgment to Ultra Bond on Safelite’s trade secrets claims. The parties cross-appeal the district court’s order. We affirm in part and reverse in part and remand for further proceedings.