Nike trademark bid for Bronny James’ ‘B9’ logo rejected over similarity concerns
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The U.S. Patent and Trademark Office has turned down Nike’s application to register Los Angeles Lakers guard Bronny James’ “B9” logo, citing a “likelihood of confusion” with an existing mark owned by Back9 Golf Apparel of Austin, Texas.
Examining attorney P. Scott Craven issued the refusal after determining that the two marks are too alike in appearance, sound and overall commercial impression. Both companies filed their “B9” designs for use on clothing and related merchandise.
Nike submitted its filing in February 2026 for a gothic-style lowercase “b” featuring the number 9 centered inside the letter. James, 21, has worn shoes displaying the logo several times this season, and Nike publicized the design on April 12.
Back9’s version, first used in 2020 and registered in 2022, shows the characters “B9” overlapping on a black background in a racing-inspired font.
Under USPTO rules, Nike has three months to appeal the decision or to present evidence that the marks can coexist. Trademark attorney Josh Gerben of Gerben IP said Nike could argue that the visual differences are distinct enough for consumers, but he described the path forward as “an uphill battle.”
Gerben noted that Nike might also seek written consent from Back9, which could allow the government to approve the registration. “Technically, this is a sound refusal by the government,” he said. “Nike has got its work cut out for them.”
Messages left by ESPN for Nike, its trademark counsel, James’ representatives and Back9 were not immediately returned.
James currently holds three registered trademarks—“Bronny,” “Bronald” and a stylized “B J Jr.”—all approved in 2022.
Source: ESPN
