But Sheen’s lawyers made sure Cheetahs would not be winning with that strategy. They slapped chiefs of the West 43rd Street “gentlemen’s club” with a cease-and-desist letter, demanding the room be immediately dismantled
“Then we got notification from his lawyer to cease and desist, claiming the usage of his name would be detrimental to his persona. They said they would sue us for millions if we carried on.
“How could sushi damage Charlie Sheen’s reputation?” Zherka mused. “We thought dedicating a room to dine in his honor would help repair and elevate his image. He should have called us up and thanked us.
“We have now removed his name, he wasn’t doing big business for us anyway. We had a little ritual and threw his image in garbage — a celebration of Charlie Sheen being dumped.”
Sheen’s lawyer, Marty Singer, said: “We sent a cease-and-desist letter and they complied. This matter has nothing to do with Sheen’s reputation. You can’t use any celebrity name to promote a business without permission. They had no right to use his name.”