Nike Denied Trademark for Bronny James' 'b9' Logo

The sports apparel giant's application was rejected by the U.S. Patent and Trademark Office.

Apr. 18, 2026 at 3:40am

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A high-end, photorealistic studio still-life photograph of a sleek, black basketball shoe with the 'b9' logo prominently displayed, resting on a clean, monochromatic seamless background and dramatically lit to represent the abstract concepts of branding and intellectual property.The U.S. Patent and Trademark Office's rejection of Nike's 'b9' logo trademark highlights the ongoing battle over athlete branding and intellectual property rights.Los Angeles Today

The U.S. Patent and Trademark Office has denied Nike's application to trademark the 'b9' logo that appears on shoes worn by Lakers player Bronny James, the son of NBA superstar LeBron James, in games and are being sold by the sports apparel company.

Why it matters

This ruling highlights the complexities around intellectual property rights, especially when it comes to athletes and their personal branding. It raises questions about how companies can leverage an athlete's name and likeness, and the extent to which the athlete has control over their own brand identity.

The details

Nike had applied to trademark the 'b9' logo, which features Bronny James' initials and the number 9, that appears on shoes the 18-year-old has worn during NBA games. However, the U.S. Patent and Trademark Office rejected Nike's application, likely due to concerns over Bronny James' right of publicity and ability to control his own brand.

  • Bronny James has worn the 'b9' branded shoes during his first two seasons with the Lakers.

The players

Bronny James

An 18-year-old basketball player who is currently in his second season with the Los Angeles Lakers.

Nike

A major American sportswear company that had applied to trademark the 'b9' logo used on shoes worn by Bronny James.

U.S. Patent and Trademark Office

The federal agency that denied Nike's trademark application for the 'b9' logo.

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What’s next

It's unclear if Nike will appeal the trademark rejection or if Bronny James will seek to trademark the logo himself.

The takeaway

This case highlights the ongoing tension between athletes, especially young stars like Bronny James, and the companies that seek to profit from their name and likeness. It underscores the importance of athletes maintaining control over their personal branding and intellectual property rights.