Lakers' Bronny James Denied Trademark for 'B9' Logo

Existing trademark for 'B9' by Back9 Golf Apparel cited as reason for rejection.

Apr. 14, 2026 at 7:41pm

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A fractured, multi-perspective painting breaking down two similar 'B9' logos into sharp, overlapping geometric shapes in a palette of deep blues, greys, and blacks, conceptually representing the legal and branding complexities of this trademark conflict.A cubist interpretation of the trademark dispute over Bronny James' 'B9' logo and the existing 'B9' mark owned by Back9 Golf Apparel.Austin Today

Bronny James, the son of NBA legend LeBron James and a second-year player for the Los Angeles Lakers, has had his application for a trademark on his 'B9' logo denied by the United States Patent and Trademark Office. The issue is that the 'B9' logo is already trademarked by Back9 Golf Apparel, a company based in Austin, Texas.

Why it matters

Trademarks are important for athletes and celebrities to protect their personal brands and logos. This denial could impact Bronny's ability to monetize and control the use of his 'B9' branding, which he and Nike were pursuing.

The details

The USPTO examiner cited the similarity in appearance, sound, and commercial impression between Bronny's proposed 'B9' logo and the existing 'B9' trademark owned by Back9 Golf Apparel. The Back9 logo also uses an overlapping capital 'B' alongside a '9', making it phonetically equivalent to Bronny's design. Nike can appeal the ruling, but may also need to seek consent from Back9 to use the mark.

  • Bronny James' trademark application was filed in 2026.
  • Back9 Golf Apparel's 'B9' trademark was officially registered in 2022.

The players

Bronny James

The son of NBA superstar LeBron James, Bronny is a second-year player for the Los Angeles Lakers.

Back9 Golf Apparel

A clothing and apparel company based in Austin, Texas that owns the existing 'B9' trademark.

Nike

The athletic apparel company that was pursuing the trademark for Bronny James' 'B9' logo.

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What they’re saying

“The marks are similar in appearance, sound and commercial impression. In addition, the marks are essentially phonetic equivalents and, thus, sound similar.”

— P. Scott Craven, Attorney

What’s next

Nike has three months to appeal the USPTO's decision denying Bronny James' 'B9' trademark application. They could also attempt to seek consent from Back9 Golf Apparel to use the mark.

The takeaway

This trademark dispute highlights the challenges young athletes can face in protecting their personal brands, even when working with a powerhouse like Nike. It also shows how existing trademarks can complicate efforts to create new logos and branding, requiring careful research and negotiation.