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Nike's attempt to trademark Bronny James' "B9" logo faces a major setback due to a conflict with an existing mark. Here’s why this decision could shape the future of Bronny’s brand and Nike’s strategy.
The United States Patent and Trademark Office denied Nike's application, citing a "likelihood of confusion" with the "B9" logo from Back9 Golf Apparel, a Texas-based company. Examining attorney P. Scott Craven found both logos too similar, noting their phonetic equivalents and comparable commercial impressions. Nike's "B9" features a gothic lowercase "b" and the number "9," while Back9’s version showcases an overlapping design in a racing font.
Nike filed for the trademark in February, and Bronny has showcased the logo on his shoes throughout the season. Back9 has held its trademark since 2022, having originally filed in 2021. Nike now has three months to appeal the USPTO's decision or potentially negotiate with Back9 for consent, which could lead to a resolution. Trademark attorney Josh Gerben emphasizes that while Nike has a case to argue, they face an uphill battle. James still holds three other approved trademarks: "Bronny," "Bronald," and "B J Jr." The implications of this ruling could ripple through both Bronny's and Nike's branding efforts.
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