Nike’s attempt to trademark Bronny James’ “B9” logo has been denied, with officials citing concerns over similarity to an existing brand.
The decision comes as Bronny continues to build his identity both on and off the court.
But this setback highlights the challenges that can come with branding, even for high-profile athletes.
Nike’s trademark for Bronny James denied over logo similarity
According to details reported via ESPN, the application was rejected due to concerns about overlap with an existing design.
“Nike’s trademark application for Los Angeles Lakers’ guard Bronny James’ “B9″ logo has been refused because of a ‘likelihood of confusion’ with an already-registered mark, according to United States Patent and Trademark Office documents,” ESPN reported.
The report added, “The USPTO turned down the application because examining attorney P. Scott Craven deemed the logo too similar to the ‘B9’ logo created by Back9 Golf Apparel, a company out of Austin, Texas. Both ‘B9’ markings were filed for clothing and apparel usages.”
The ruling focuses on potential consumer confusion, a key factor in trademark decisions.
Because both logos are tied to apparel, the overlap increases the likelihood of rejection under existing guidelines.
Nike’s Bronny James logo rollout faces setback
Despite the denial, the branding had already begun appearing publicly in recent months.
“Nike applied for the ‘B9’ logo, which has a lowercase ‘b’ in gothic lettering with the number ‘9’ in the middle, in February. James has worn logo-adorned shoes multiple times this season.
“Nike posted images of the shoes featuring the logo on April 12,” ESPN further stated.
The rollout suggests Nike had already started building recognition around the design before the ruling.
Now, the decision may require adjustments or a revised application if the company chooses to move forward.
For Bronny James, the situation represents an early branding hurdle, one that will likely shape how his off-court identity develops moving forward.
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