Nike’s Trademark Bid For Bronny James “B9” Logo Gets Rejected

Nike’s attempt to trademark Los Angeles Lakers guard Bronny James‘ “B9” logo has been denied due to “likelihood of confusion” with an already-registered trademark, according to United States Patent and Trademark Office documents.

The logo was deemed too similar to the “B9” logo created by Back9 Golf Apparel. The company is based in Austin, Texas, and uses the logo on clothing and apparel.

Nike applied for the logo back in February, using a lowercase “b” in Gothic lettering with the number “9” down the middle.

Back9’s logo has a black background, with “B9” intertwined in a racing font. Back9 filed for the trademark back in 2021 and was registered in 2022.

Examining attorney P. Scott Craven said, “The marks are similar in appearance, sound, and commercial impression,” in his rejection letter sent to Nike. “In addition, the marks are essentially phonetic equivalents and, thus, sound similar.”

Nike has yet to comment on the denial, but they have three months to appeal the ruling and explain the difference between the logos and why they can co-exist.

“Nike, do they have a 50-50 shot of that kind of argument, being that the designs are so unique that these are not going to get confused in the marketplace? These are very distinct logos, so they do have that going for them,” attorney Josh Gerben said. “I think it gives them an argument to make, but it is a little bit of an uphill battle here, I think.”

James already has three approved trademarks: “Bronny,” “Bronald,” and his signature “B J Jr.” He applied for those trademarks in 2022 with a different company.