Gervin Objects to Caleb Williams’ Bid for ‘Iceman’ Trademark
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CHICAGO — Hall of Fame guard George Gervin is contesting Chicago Bears quarterback Caleb Williams’ effort to secure exclusive rights to the nickname “Iceman,” a moniker Gervin has used for more than four decades.
According to U.S. Patent and Trademark Office (USPTO) records, Caleb Williams Holding, Inc. submitted four applications on March 16 seeking protection for “Iceman” on items ranging from athletic gear and apparel to water bottles, eyewear, downloadable posters and digital trading cards. Williams earned the nickname during the 2025 season after multiple late-game comebacks that helped Chicago capture its first playoff win in 15 years.
Gervin Interests LLC responded on March 20 with two filings for “Iceman” and “Iceman 44,” the latter referencing the No. 44 jersey the San Antonio Spurs retired in 1987. Gervin, a four-time NBA scoring champion, told ESPN he was “caught off guard” by Williams’ move. “I’ve been the Iceman for 40 something years,” he said. “I never thought anybody would try to trademark it.”
Trademark attorney Josh Gerben of Gerben IP explained that even though Williams filed first, Gervin can argue prior use. If the USPTO approves Williams’ application, Gervin will have 30 days to lodge a formal opposition. A decision is expected in several months.
Jerald Barisano, president and CEO of Gervin Global Management, said the former Spur plans to fight “tooth and nail” should Williams prevail. Barisano added that Gervin attempted to trademark “Iceman” in 2023, but the attorney handling the paperwork died unexpectedly before filing.
The case could be complicated by UFC legend Chuck Liddell, who filed in 2023 for “Chuck ‘The Iceman’ Liddell.” Gerben noted the USPTO could find Liddell’s pending mark too similar and deny both Williams’ and Gervin’s applications.
Neither Williams’ representatives nor Liddell’s attorneys replied to requests for comment. Gervin said he hopes to speak directly with the 24-year-old quarterback. “His potential is great and he does have ice in his veins,” Gervin said, “but that name is already taken up.”
The Spurs publicly backed Gervin, posting an image of the retired star on an ice throne with the caption, “there’s only one Iceman.”
Source: ESPN
