Why Nike’s Bronny James trademark attempt was emphatically rejected

Nike’s attempt to lock in a signature mark for Bronny James just hit a major legal roadblock, and the reasoning leaves little room for debate, ESPN reports.

According to the United States Patent and Trademark Office, Nike saw its “B9” logo application refused due to a “likelihood of confusion” with an already registered mark. The decision centers on similarities with Back9 Golf Apparel, a Texas-based company that has owned rights to a comparable “B9” design since 2022.

The ruling pointed to overlap in appearance, pronunciation, and overall commercial impression. The examining attorney emphasized that both marks sound nearly identical, which creates a strong risk of consumer confusion in the apparel space.

USPTO Denies Nike’s Trademark Application for Bronny James’ New Logo – Gerben IP https://t.co/fIW54sbyJE

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Why the ‘B9’ dispute puts Nike in a tough spot

Nike filed for the logo in February, rolling it out on shoes worn by Bronny during the season. The design features a stylized lowercase “b” paired with a “9,” while Back9’s version uses a different font but still centers on the same core lettering.

That similarity matters more than design nuance in trademark law. Both brands target clothing, which strengthens the USPTO’s case that buyers could mistake one for the other.

Trademark attorney Josh Gerben explained that Nike still has a path forward, though it won’t be easy. He noted the company can argue the logos look distinct enough to coexist, but called it “an uphill battle.” He added that the refusal aligns with standard practice and did not come out of nowhere.

Nike now has three months to respond. One potential solution involves securing consent from Back9, which could clear the way for approval.

For now, the setback puts one of Bronny’s key branding efforts in limbo, despite his other approved marks like “Bronny” and “Bronald.”

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