The reigning NFL MVP Lamar Jackson has filed a complaint with the U.S. Patent and Trademark Office against Pro Football Hall of Fame quarterback Troy Aikman. Jackson alleges that Aikman’s use of the number 8 on apparel and bags could potentially confuse consumers, as Jackson has already trademarked several phrases incorporating the number.
Jackson’s attorney argues that Jackson has built a significant brand around the number 8, and Aikman’s attempts to use the same number could cause confusion in the market. Jackson has invested time, effort, and money into promoting himself with the number 8, making it a key element of his personal brand.
Both Jackson and Aikman have a long history with the number 8, with both athletes having worn it throughout their professional careers. Aikman wore the number during his time at UCLA and with the Dallas Cowboys, while Jackson represented it during his college years and now with the Baltimore Ravens.
Jackson has applied for trademarks on various phrases incorporating the number 8, ranging from “Era 8” to “You 8 yet?” His attorney argues that these trademarks were established prior to Aikman’s attempts, making Aikman’s products too similar in terms of sound, appearance, and commercial impression.
Trademark expert Christine Farley explains that almost anything can be trademarked, including numbers. She emphasizes the importance of a trademark’s appearance and the various categories of use. The U.S. Patent and Trademark Office currently has thousands of trademarks incorporating the word “eight” or the numeral “8,” underscoring the significance of these legal battles.
Aikman’s company, represented by FL101, is expected to respond to the federal trademark office by August 18th. While some may question the ownership of a number, in the world of trademarks, it is a valuable asset that athletes like Jackson and Aikman are willing to fight for.
Jackson and Aikman are not the only athletes associated with the number 8. Hall of Famer Steve Young, along with baseball legends Cal Ripken Jr., Yogi Berra, and Carl Yastrzemski, as well as basketball stars Kobe Bryant and Walt Bellamy, have all proudly worn the number on their jerseys.
The trademark dispute between Lamar Jackson and Troy Aikman over the number 8 highlights the importance of branding and legal protections in the world of sports. As these athletes continue to build their personal brands, the ownership of numbers and phrases becomes a crucial aspect of their overall success and recognition in the industry.
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