Nike’s application for trademark registration of Bronny James’ ‘B9’ logo rejected
Nike’s request for a trademark on Los Angeles Lakers’ guard Bronny James’ “B9” logo has been denied due to a “likelihood of confusion” with an existing registered mark, as stated in documents from the United States Patent and Trademark Office.
The USPTO rejected the application because examining attorney P. Scott Craven determined that the logo bore too much resemblance to the “B9” logo developed by Back9 Golf Apparel, a firm based in Austin, Texas. Both “B9” logos were submitted for clothing and apparel purposes.
Nike submitted the application for the “B9” logo, featuring a lowercase “b” in gothic style with the number “9” positioned in the center, in February. James has sported shoes featuring the logo on several occasions this season. Nike shared images of the shoes showcasing the logo on April 12.
LeBron IX Witness PER for Bronny inspired by his recovery and journey back to the court. pic.twitter.com/NyR1VzgwKA
— Nike Basketball (@nikebasketball) April 12, 2026
Back9’s “B9” logo displays a black background with the “B9” text slightly overlapping in a racing font. Back9 began utilizing the mark in 2020, applied for the trademark in 2021, and received official registration in 2022.
“The marks are similar in appearance, sound and commercial impression,” Craven noted in his refusal letter to Nike. “Moreover, the marks are essentially phonetic equivalents and, therefore, sound alike.”
Messages sent to Nike, its trademark attorneys, Bronny James’ representatives, and Back9 were not promptly answered by ESPN. Nike has a three-month period to contest the decision and provide justification for why the marks should be considered distinct enough to coexist.
“Nike, do they have a 50-50 chance of that kind of argument, considering the designs are so unique that they are unlikely to be confused in the marketplace? These are very distinct logos, so they do have that in their favor,” remarked trademark attorney Josh Gerben of Gerben IP. “I believe it gives them a case to present, but it may be somewhat of a challenging situation here, I think.”
Gerben, however, indicated that the logo could be “arguably in some jeopardy at this point.”
Gerben suggested that another route to approval could involve Nike reaching out to Back9 to seek permission for Nike’s use of the mark. If Back9 consented, Gerben stated that the USPTO might then approve Nike’s registration.
“The refusal is understandable,” Gerben commented. “This is not unexpected. Technically, this is a valid refusal by the government. Nike has significant work ahead to navigate around it.”
James holds three other approved trademarks – “Bronny,” “Bronald,” and the signature “B J Jr.” He applied for these in 2022 through a different trademark firm.
