Gervin annoyed Bears’ Williams has submitted a trademark application for ‘Iceman’
Chicago Bears quarterback Caleb Williams’ effort to trademark the name “Iceman” is encountering challenges from a renowned NBA figure who also holds the same nickname.
George Gervin, the Hall of Famer and four-time NBA scoring champion, expressed to ESPN that he was “caught off guard” upon discovering Williams’ attempt to trademark “Iceman,” a title that Williams acquired during the 2025 season due to his late-game performances that led the Bears to their first playoff victory in 15 years.
“I’ve been the Iceman for over 40 years,” Gervin remarked. “I never imagined anyone would try to trademark it. He kind of knocked me out of the box.”
On March 16, Caleb Williams Holding, Inc. submitted four trademark applications to the United States Patent and Trademark Office concerning the “Iceman” nickname. The trademark application specifies that the associated goods and services include athletic sporting goods and equipment, water bottles, tee shirts, sweatshirts, jerseys, hats, eyewear, and downloadable posters and digital trading cards.
On March 20, Gervin Interests LLC filed two trademark applications for “Iceman” and “Iceman 44,” the latter referencing the jersey number Gervin wore throughout his NBA tenure. In 1987, the San Antonio Spurs retired Gervin’s number.
One of the primary issues, according to trademark attorney Josh Gerben of Gerben IP, is how trademark rights are interpreted. Gerben noted that Gervin could argue that although he did not file for the trademark, he was using it prior to Williams, despite Williams’ earlier filing.
However, since Williams submitted his application first, the USPTO might accept Williams’ application and deny Gervin’s.
A resolution on this matter is expected to take several months.
If Williams’ application is approved, Gerben indicated, “George will have a 30-day window in which he can formally oppose Caleb’s applications, arguing they should not be registered because I was using these trademarks long before and the public associates the name with me.”
Barisano informed ESPN that he and Gervin plan to file an opposition with the USPTO if Williams’ trademark application is granted and theirs is not. Gervin’s publicist of 42 years also mentioned that they will contemplate legal action in the future.
Gerben stated that neither party can file an opposition until a decision is reached, but they could engage in discussions and potentially reach an agreement at any time.
There is an additional complication as well. UFC icon Chuck Liddell applied for a trademark in 2023 for “Chuck ‘The Iceman’ Liddell.” Gerben noted that the USPTO might find that Liddell’s mark is similar to both Williams’ and Gervin’s.
“The USPTO could easily refuse Caleb Williams’ application and George Gervin’s application,” Gerben stated. “Due to Chuck’s pending applications being there first.”
Messages left with Liddell and his trademark attorneys were not immediately responded to by ESPN.
Gerben remarked that it is “a little unusual” for three notable athletes to use the title “the Iceman.”
The Spurs expressed their support for Gervin on the team’s X account, sharing a graphic of Gervin seated on a throne of ice blocks with the caption, “there’s only one Iceman.”
Contacted by phone on Thursday, Gervin mentioned that he felt compelled to file a trademark application after discovering that Williams had already done so four days earlier. Gervin and Jerald Barisano, the president and CEO of Gervin Global Management, stated that they had attempted to trademark “Iceman” in 2023 when the attorney they hired to file with the USPTO passed away from a heart attack.
While Gervin noted he has not communicated with Williams or any members of Williams’ marketing team, he expressed a desire to find a resolution between the two parties.
“I’m quite sure me and him will get a chance to talk,” Gervin stated. “I can kind of bet on that. We’re both men. I’m an older man. He’s a younger man. From what I’ve learned about him, he respects older athletes.
“I dislike this situation the most because, man, he’s a special young guy on the verge of rising. His potential is immense, and he does have ice in his veins. But that name is already taken.”
Messages left with Williams’ marketing team and trademark attorneys were not immediately responded to on Thursday evening.
“We’re not pleased and we’ll let it unfold, but we’re not backing down from this guy,” Barisano stated. “We’re going to fight him tooth and nail to the end.”
