Caleb Williams just learned the same lesson every famous person eventually learns. Trademarks are harder than you think.
The United States Patent and Trademark Office initially refused the Chicago Bears quarterback’s application to trademark “Iceman” on June 24. The denial was not based on conflicts with George Gervin or Chuck Liddell, the two athletes most associated with the nickname. It came down to a boot brand from 1988.
Specifically, LaCrosse Footwear filed for the Iceman trademark almost 40 years ago to use on insulated work boots. The USPTO ruled there was a likelihood of confusion between Williams’ planned use of the name and the existing LaCrosse trademark. Whether you are a quarterback or a boot company, you cannot have two Iceman branded products on the same shelf.
Williams was trying to use the trademark to launch a clothing line, athletic bags, sporting goods, and entertainment services. He earned the Iceman reputation for his fourth quarter performances and game-winning drives, which became a defining trait of his rookie and second year seasons in Chicago.
This is not the end of the road. Williams can appeal. Trademark attorney Josh Gerben told CBS Sports that Williams might have a strong case on appeal because LaCrosse’s trademark is limited to footwear. The argument would be that nobody is confusing a quarterback’s t-shirt line with a 40 year old boot brand.
There is also a parallel filing in play. Williams applied to trademark an Iceman logo, which is separate from the word itself. That application is still under review. Even if the word is permanently denied, the logo could still go through.
The bigger story is the value of the brand. Williams is one of the most marketable young quarterbacks in football. The Iceman label became a real piece of identity around the team last season as Ben Johnson’s offense produced enough late game drama to power half a dozen viral clips. Williams wanted to own that branding before anyone else did.
The boot brand probably has no idea this is happening. LaCrosse Footwear filed in 1988 and has used the name on a very specific category of products. They are not building merchandise around a Chicago quarterback. But the trademark system is the trademark system, and old filings take priority.
Williams will be fine. He has plenty of other branding levers to pull. He is entering year three with a head coach who knows how to develop quarterbacks. If he plays well, the Iceman nickname will follow him whether he owns the trademark or not.
The takeaway for athletes paying attention is simple. File early, file often, and check for old industrial trademarks before you spend time chasing the cool one.
A longtime sports reporter, Carlos Garcia has written about some of the biggest and most notable athletic events of the last 5 years. He has been credentialed to cover MLS, NBA and MLB games all over the United States. His work has been published on Fox Sports, Bleacher Report, AOL and the Washington Post.
